Characteristics of the Studies
| Categories | Frequency | % | |
|---|---|---|---|
| Publication year (IR =1.00) | 1960s | 1 | 1.43 |
| 1970s | 5 | 7.14 | |
| 1980s | 3 | 4.29 | |
| 1990s | 20 | 28.57 | |
| 2000s | 32 | 45.71 | |
| 2010–2013 | 9 | 12.86 | |
| Publication type (IR =.93) | Journals | 58 | 82.86 |
| Full published conference proceedings | 8 | 11.43 | |
| Doctoral dissertations | 4 | 5.71 | |
| Publications | Journal of Advertising | 14 | 20.00 |
| Journal of Advertising Research | 8 | 11.43 | |
| Print & Digital Research Forum/Worldwide Readership Research Symposium (conference proceedings) | 5 | 7.14 | |
| Applied Cognitive Psychology | 4 | 5.71 | |
| Journal of Current Issues & Research in Advertising | 4 | 5.71 | |
| Journal of Experimental Psychology: Applied | 3 | 4.29 | |
| Journal of General Psychology | 3 | 4.29 | |
| Psychology & Marketing | 3 | 4.29 | |
| International Journal of Advertising | 2 | 2.86 | |
| Journal of Consumer Research | 2 | 2.86 | |
| Social Behavior & Personality | 2 | 2.86 | |
| University of Amsterdam (dissertation) | 2 | 2.86 | |
| Advances in Consumer Research (conference proceedings) | 1 | 1.43 | |
| American Academy of Advertising (conference proceedings) | 1 | 1.43 | |
| International Communication Association (conference proceedings) | 1 | 1.43 | |
| Journal of Applied Social Psychology | 1 | 1.43 | |
| Journal of Applied Psychology | 1 | 1.43 | |
| Journal of Broadcasting | 1 | 1.43 | |
| Journal of Business and Psychology | 1 | 1.43 | |
| Journal of Communication | 1 | 1.43 | |
| Journal of Consumer Marketing | 1 | 1.43 | |
| Journal of Interactive Advertising | 1 | 1.43 | |
| Journal of Psychology | 1 | 1.43 | |
| Journal of the Academy of Marketing Science | 1 | 1.43 | |
| Media Psychology | 1 | 1.43 | |
| Ohio State University (dissertation) | 1 | 1.43 | |
| Psychological Reports | 1 | 1.43 | |
| Psychological Science | 1 | 1.43 | |
| Social Psychological Review | 1 | 1.43 | |
| University of North Carolina at Chapel Hill (dissertation) | 1 | 1.43 | |
| Data collected countries (IR =.88) | United States | 37 | 52.86 |
| United Kingdom | 11 | 15.71 | |
| The Netherlands | 8 | 11.43 | |
| Canada | 2 | 2.86 | |
| South Korea | 2 | 2.86 | |
| Australia | 1 | 1.43 | |
| Belgium | 1 | 1.43 | |
| Germany | 1 | 1.43 | |
| Not specified | 7 | 10.00 | |
| Research method | Experiment (IR = .94) | 50 | 71.43 |
| Survey (IR = .92) | 19 | 27.14 | |
| In-home observation (IR = .99) | 1 | 1.43 | |
| Research participantsa | College students only (IR = .96) | 36 | 51.43 |
| Adults (18 and older, not college students; IR = .92) | 26 | 37.14 | |
| Children (younger than 18; IR = .97) | 6 | 8.57 | |
| Women only (18 and older; IR = 1.00) | 4 | 5.71 | |
| Advertising mediaa | Television (IR = .93) | 48 | 68.57 |
| Magazines (and online magazines; IR = .96) | 13 | 18.57 | |
| Video, PC, and online games (IR = 1.00) | 6 | 8.57 | |
| Radio (IR =. 98) | 4 | 5.71 | |
| Internet and websites (IR = .99) | 4 | 5.71 | |
| Film (IR = .98) | 3 | 4.29 | |
| Newspaper (IR = .99) | 3 | 4.29 | |
| Print (not specifically newspaper or magazine; IR = .96) | 1 | 1.43 |
Note: Intercoder reliabilities (IR) not reported in this table are brand type (.86), advertisement type (.88), product category (.88), variable information (variable names = .89; types of variable = .90; reliability for continuous variables = .91; levels for nominal variables = .92), sample sizes (.87), and reported statistics (.87).
↵a Because several types of research participants and advertising media were used, the sum of the frequencies for these variables was greater than 70 (the total number of studies examined in this study).