Advertising and Consumer Psychology
Summary of ALL Articles/Videos
Mandatory readings (articles) provided by the professor
,Index
- Article – The uninvited brand by Fournier & Avery (2011)
- Article – Conceptualizing, measuring, and managing customer-based brand equity by
Keller (1993)
- Video – Ted Talk: How your working memory makes sense of the world
- Article – The unconscious consumer: effects of environment on consumer behavior by
Dijksterhuis et al. (2005)
- Article – Fifty years of using the wrong model of advertising by Heath & Feldwick (2008)
- Article – Three questions you need to ask about your brand by Keller et al. (2002)
- Article – Brand as intentional agents framework: how perceived intentions and ability
can map brand perception by Kervyn et al. (2012)
- Article – Humor in advertisements enhances product liking by mere association by Strick
et al. (2009)
- Article – Evaluative conditioning procedures and the resilience of conditioned brand
attitudes by Sweldens et al. (2010)
- Video – Ted Talk: The psychology of your future self by Gilbert (2014)
- Article – Possessions and the extended self by Belk (1988)
- Article – The effect of brand personality self-congruity on brand engagement and
purchase intention: the moderating role of self-esteem on Facebook by Lee et al. (2018)
- Article – Brands as rivals: consumer pursuit of distinctiveness and the role of brand
anthropomorphism by Puzakova & Aggrawal
- Article – Human values as added value(s) in consumer brand congruence: a comparison
with traits and functional requirements by Voorn et al. (2021)
- Article – Predicting the big 5 personality traits from digital footprints on social media: a
meta-analysis by Azucar et al. (2018)
- Article – A typology of consumer strategies for resisting advertising, and a review of
mechnaisms for countering them by Fransen et al. (2015)
- Article – Effects of fear-arousing and humorous appeals in social marketing advertising:
the moderating role of prior attitude toward the advertised behavior by Jäger & Eisend
(2013)
- Article – Psychological targeting as an effective approach to digital mass persuasion by
Matz et al. (2013)
- Article – An emerging theory of avatar marketing by Miao et al. (2021)
- Article – Close encounters of the AI kind: use of AI influencers and brand endorses by
Thomas & Fowler (2021)
- Article – Does sustainability sell? The impact of sustainability claims on the success of
national brand’s new product introductions by Van Doorn et al. (2021)
- Article – Social media influencer marketing: a systematic review, integrative framework
and future research agenda by Vrontis et al. (2021)
,ARTICLE – THE UNINVITED BRAND BY FOURNIER & AVERY (2011)
Reasons brands are not welcome in social media
1. Brands seem inauthentic
2. Brand presence is intrusive and out of place
Open-source branding = when a brand is embedded in a cultural conversation such that
consumers gain an equal, if not greater, say than marketers in what the brand looks like and
how it behaves
Behaviors in open-source branding
1. Participatory
2. Collaborative
3. Socially linked
Role of consumers in open-source branding
1. Creators
2. Disseminators
Web-enabled themes
1. Age of the Social Collective
2. Age of Transparency
3. Age of Criticism
4. Age or Parody
Managerial approaches
1. Path of Least Resistance
2. Playing Their Game
3. Leveraging Web 2.0 interconnectedness
Path of Least Resistance = ceding control of the brand to consumers, bowing to social media
pressure, and essentially admitting to consumers
Playing Their Game = brands seeking to gain cultural resonance by being where the action is on
social media, and fitting in seamlessly with what is happening there
Leveraging Web 2.0 interconnectedness = takes consumers and feeds into their evolving habits
to entice them to ‘play the brand’s game’
Age of the Social Collective
1. Dramatic rise and success of the Internet
2. Desire to feel accepted, to fit in, and to belong
3. Sense of community through virtual connections
4. Enables the search for and celebration of micro-targeted niche groups
5. Status updates and microblogging allow people to feel and stay connected to each other
6. Online communities
, Age of Transparency
1. Availability of and convenient access to information
2. Everything that can be exposed will be exposed; for all intents and purposes
3. Brands adopt proactive positions of full disclosure
Age of Criticism
1. Providing authoritative judgement and critique of companies and brands
2. Brand culture is authenticated by the masses
Age of Parody
1. Spoofing
2. Any consumer can use Photoshop to produce low-cost, high-quality take-offs of branded
advertising
Shifts that Web 2.0 has affected on brand marketing
1. Brand building Brand protection
2. Strategic planning Executional excellence
3. Differentiation Resonance
Conclusion: We have moved from a world where the brand set the agenda, to a world where
consumers decide if – and when – brands are invited in
Changed mindsets: Long-term asset cultivation Fueling short-term cultural phenomena
ARTICLE – CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND
EQUITY BY KELLER (1993)
Brand equity = when certain outcomes result from the marketing of a product or service
because of its brand name that would not occur if the same product or service did not have
that name
Motivations for studying brand equity
1. Estimate the value of a brand more precisely for accounting purposes or for merger,
acquisition, or divestiture purposes (financially motivated)
2. Improve marketing productivity (strategy-based)
Dimensions brand’s performance
1. Leadership
2. Stability
3. Market stability
4. Internationality
5. Trend
6. Support
7. Protection
Summary of ALL Articles/Videos
Mandatory readings (articles) provided by the professor
,Index
- Article – The uninvited brand by Fournier & Avery (2011)
- Article – Conceptualizing, measuring, and managing customer-based brand equity by
Keller (1993)
- Video – Ted Talk: How your working memory makes sense of the world
- Article – The unconscious consumer: effects of environment on consumer behavior by
Dijksterhuis et al. (2005)
- Article – Fifty years of using the wrong model of advertising by Heath & Feldwick (2008)
- Article – Three questions you need to ask about your brand by Keller et al. (2002)
- Article – Brand as intentional agents framework: how perceived intentions and ability
can map brand perception by Kervyn et al. (2012)
- Article – Humor in advertisements enhances product liking by mere association by Strick
et al. (2009)
- Article – Evaluative conditioning procedures and the resilience of conditioned brand
attitudes by Sweldens et al. (2010)
- Video – Ted Talk: The psychology of your future self by Gilbert (2014)
- Article – Possessions and the extended self by Belk (1988)
- Article – The effect of brand personality self-congruity on brand engagement and
purchase intention: the moderating role of self-esteem on Facebook by Lee et al. (2018)
- Article – Brands as rivals: consumer pursuit of distinctiveness and the role of brand
anthropomorphism by Puzakova & Aggrawal
- Article – Human values as added value(s) in consumer brand congruence: a comparison
with traits and functional requirements by Voorn et al. (2021)
- Article – Predicting the big 5 personality traits from digital footprints on social media: a
meta-analysis by Azucar et al. (2018)
- Article – A typology of consumer strategies for resisting advertising, and a review of
mechnaisms for countering them by Fransen et al. (2015)
- Article – Effects of fear-arousing and humorous appeals in social marketing advertising:
the moderating role of prior attitude toward the advertised behavior by Jäger & Eisend
(2013)
- Article – Psychological targeting as an effective approach to digital mass persuasion by
Matz et al. (2013)
- Article – An emerging theory of avatar marketing by Miao et al. (2021)
- Article – Close encounters of the AI kind: use of AI influencers and brand endorses by
Thomas & Fowler (2021)
- Article – Does sustainability sell? The impact of sustainability claims on the success of
national brand’s new product introductions by Van Doorn et al. (2021)
- Article – Social media influencer marketing: a systematic review, integrative framework
and future research agenda by Vrontis et al. (2021)
,ARTICLE – THE UNINVITED BRAND BY FOURNIER & AVERY (2011)
Reasons brands are not welcome in social media
1. Brands seem inauthentic
2. Brand presence is intrusive and out of place
Open-source branding = when a brand is embedded in a cultural conversation such that
consumers gain an equal, if not greater, say than marketers in what the brand looks like and
how it behaves
Behaviors in open-source branding
1. Participatory
2. Collaborative
3. Socially linked
Role of consumers in open-source branding
1. Creators
2. Disseminators
Web-enabled themes
1. Age of the Social Collective
2. Age of Transparency
3. Age of Criticism
4. Age or Parody
Managerial approaches
1. Path of Least Resistance
2. Playing Their Game
3. Leveraging Web 2.0 interconnectedness
Path of Least Resistance = ceding control of the brand to consumers, bowing to social media
pressure, and essentially admitting to consumers
Playing Their Game = brands seeking to gain cultural resonance by being where the action is on
social media, and fitting in seamlessly with what is happening there
Leveraging Web 2.0 interconnectedness = takes consumers and feeds into their evolving habits
to entice them to ‘play the brand’s game’
Age of the Social Collective
1. Dramatic rise and success of the Internet
2. Desire to feel accepted, to fit in, and to belong
3. Sense of community through virtual connections
4. Enables the search for and celebration of micro-targeted niche groups
5. Status updates and microblogging allow people to feel and stay connected to each other
6. Online communities
, Age of Transparency
1. Availability of and convenient access to information
2. Everything that can be exposed will be exposed; for all intents and purposes
3. Brands adopt proactive positions of full disclosure
Age of Criticism
1. Providing authoritative judgement and critique of companies and brands
2. Brand culture is authenticated by the masses
Age of Parody
1. Spoofing
2. Any consumer can use Photoshop to produce low-cost, high-quality take-offs of branded
advertising
Shifts that Web 2.0 has affected on brand marketing
1. Brand building Brand protection
2. Strategic planning Executional excellence
3. Differentiation Resonance
Conclusion: We have moved from a world where the brand set the agenda, to a world where
consumers decide if – and when – brands are invited in
Changed mindsets: Long-term asset cultivation Fueling short-term cultural phenomena
ARTICLE – CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND
EQUITY BY KELLER (1993)
Brand equity = when certain outcomes result from the marketing of a product or service
because of its brand name that would not occur if the same product or service did not have
that name
Motivations for studying brand equity
1. Estimate the value of a brand more precisely for accounting purposes or for merger,
acquisition, or divestiture purposes (financially motivated)
2. Improve marketing productivity (strategy-based)
Dimensions brand’s performance
1. Leadership
2. Stability
3. Market stability
4. Internationality
5. Trend
6. Support
7. Protection
