Contents
WEEK 1 ...................................................................................................................................3
What holds attention? Linguistic Drivers of Engagement – J. Beger, W. Moe, D, Schweidel .......3
Lecture 1 .............................................................................................................................4
WEEK 2 ...................................................................................................................................8
Ad wearout wearout: how time can reverse the negative e ect of frequent advertising
repetition on brand preference – A. Kronrod & J. Huber ..........................................................8
Advertising repetition as a signal of quality: if it’s advertised so much, something must be
wrong – A. Kirmani ...............................................................................................................9
When web pages influence choice: e ects of visual primes on experts and novices – N.
Mandel & E. Johnson ............................................................................................................9
Lecture 2 ........................................................................................................................... 10
WEEK 3 ................................................................................................................................. 20
O line Context A ects Online Reviews: The E ect of Post-Consumption Weather – L. Brandes
& Y. Dover .......................................................................................................................... 20
Making Products Feel Special: When Metacognitive Di iculty Enhances Evaluation – A.
Pocheptsova, A. Labroo & R. Dhar ...................................................................................... 21
Lecture 3 ........................................................................................................................... 22
WEEK 4 ................................................................................................................................. 29
Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of Mobile Apps – C.
Reeck et al......................................................................................................................... 29
There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation
Influence Attitudes? – Wänke et al. ..................................................................................... 30
Consumer Learning: Advertising and the Ambiguity of Product Experience – Hoch & Ha ....... 31
Lecture 4 ........................................................................................................................... 31
WEEK 5 ................................................................................................................................. 38
When Demand Accelerates Demand: Trailing the Bandwagon – E. van Herpen, R. Pieters, M.
Zeelenberg ........................................................................................................................ 38
Social Influences in the Digital Era: When Do People Conform More to a Human Being or an
Artificial Intelligence – P. Riva et al. ..................................................................................... 40
Celebrity vs. Influencer Endorsements in Advertising: The Role of Identifiaction, Credibility,
and Product-Endorser Fit – A. Schouten et al....................................................................... 41
Lecture 5 ........................................................................................................................... 42
WEEK 6 ................................................................................................................................. 52
The E ects of Contextual Priming in Print Advertisements – Youjae Yi ................................... 52
The Influence of Media Multitasking on Advertising E ectiveness – M. Garaus ...................... 53
Lecture 6 ........................................................................................................................... 55
BOOK CHAPTERS .................................................................................................................. 63
1
,DePelsmacker et al. Chapter 3 ........................................................................................... 63
DePelsmacker et al. Chapter 4 ........................................................................................... 72
DePelsmacker et al. Chapter 6 ........................................................................................... 87
DePelsmacker et al. Chapter 12 ......................................................................................... 95
2
,Marketing Communication
WEEK 1
What holds attention? Linguistic Drivers of Engagement – J. Beger, W. Moe, D, Schweidel
Language that is easier to process encourages continued reading, as does language that evokes
emotion, but not all emotional language has the same impact. Instead, these e ects are driven
by the degree to which di erent discrete emotions evoke arousal and uncertainty. Consistent
with this, anxious, exciting, and hopeful language all encourage reading, while sad language
discourages it.
Types of engagement:
- Attracting attention.
o Views or clicks.
- Likes, comments, and shares.
o Clicking the like button.
o Writing a response.
o Social shares.
o Word of mouth.
- Sustaining attention.
o Continued viewing or reading.
While attracting attention is important, it’s not enough. The more of a piece of content
consumers read, the more knowledge they gain. Focusing on short-term metrics like views or
clicks do not necessarily lead people to consume the content.
Consequently, beyond whether an article, advertisement, or other piece of content attracts
attention, sustaining attention refers to whether that content hold attention. Holding attention
involves retaining the attracted attention, keeping audiences engaged.
While shares a ect di usion, they say less about content consumption. These actions say little
about whether anyone actually consumed the content. Marketplace actors don’t just care about
clicks and likes; they care whether people actually consume their content. Holding attention
deepens brand relationships, encourages learning, and drives purchase and choice. Similarly,
sustaining engagement increases opportunities to display ads and generate ad revenue.
What holds attention?
Processing ease
- Processing Ease = how much cognitive e ort text requires to process.
- Some research suggests that textual features that increase cognitive processing should
sustain attention and encourage continued consumption.
- This research suggests the opposite. In the context of continued consumption, it is
suggested that textual features that make content easier to process should have positive
e ects. The easier something is to do, the more likely people are to continue doing it.
- Processing ease can also generate positive a ect, which could sustain attention and
encourage continued consumption.
o Di icult words are longer to read and comprehend, and require more e ort. This
should discourage attention and decrease the likelihood of continued content
consumption.
3
, o Longer sentences generally require more e ort to read, as do sentences that are
more syntactically complex.
- In conclusion, it is suggested that textual features that require more cognitive processing
should discourage sustained attention and reduce continued consumption. The fact that
we expect di erent e ects for sustained attention than prior work found for clicks
underscores that sustained attention is distinct from other types of engagement (i.e.,
clicks).
Emotional language
Emotions can increase attention or flag that something is important. It is suggested that whether
emotional language sustains attention will depend on the link between specific emotions,
uncertainty, and arousal.
The role of uncertainty.
- While expressing certainty may increase likes or shares because it makes brands seem
more powerful, this research suggests the opposite.
- Uncertainty can increase attention and processing as people try to resolve what will
happen.
- Language related to uncertain emotions should hold attention and encourage content
consumption compared with language related to certain emotions.
The role of arousal.
- Language related to high-arousal emotions should sustain attention and encourage
continued consumption.
- Arousal may also lead to an increased state of vigilance, which should help hold
attention.
- Whether emotional language sustains attention will depend on the degree to which it is
linked to specific emotions that evoke (1) uncertainty and (2) arousal.
Lecture 1
Attention is:
- Limited: people only have a limited amount of cognitive resources. We therefore can only
selectively pay attention to things.
- Selective
- Voluntary or involuntary
- A precondition for further processing. You first need attention before being able to
process something.
More attention = more cognitive capacity = more comprehension = more elaboration
Levels of processing / involvement:
4
WEEK 1 ...................................................................................................................................3
What holds attention? Linguistic Drivers of Engagement – J. Beger, W. Moe, D, Schweidel .......3
Lecture 1 .............................................................................................................................4
WEEK 2 ...................................................................................................................................8
Ad wearout wearout: how time can reverse the negative e ect of frequent advertising
repetition on brand preference – A. Kronrod & J. Huber ..........................................................8
Advertising repetition as a signal of quality: if it’s advertised so much, something must be
wrong – A. Kirmani ...............................................................................................................9
When web pages influence choice: e ects of visual primes on experts and novices – N.
Mandel & E. Johnson ............................................................................................................9
Lecture 2 ........................................................................................................................... 10
WEEK 3 ................................................................................................................................. 20
O line Context A ects Online Reviews: The E ect of Post-Consumption Weather – L. Brandes
& Y. Dover .......................................................................................................................... 20
Making Products Feel Special: When Metacognitive Di iculty Enhances Evaluation – A.
Pocheptsova, A. Labroo & R. Dhar ...................................................................................... 21
Lecture 3 ........................................................................................................................... 22
WEEK 4 ................................................................................................................................. 29
Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of Mobile Apps – C.
Reeck et al......................................................................................................................... 29
There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation
Influence Attitudes? – Wänke et al. ..................................................................................... 30
Consumer Learning: Advertising and the Ambiguity of Product Experience – Hoch & Ha ....... 31
Lecture 4 ........................................................................................................................... 31
WEEK 5 ................................................................................................................................. 38
When Demand Accelerates Demand: Trailing the Bandwagon – E. van Herpen, R. Pieters, M.
Zeelenberg ........................................................................................................................ 38
Social Influences in the Digital Era: When Do People Conform More to a Human Being or an
Artificial Intelligence – P. Riva et al. ..................................................................................... 40
Celebrity vs. Influencer Endorsements in Advertising: The Role of Identifiaction, Credibility,
and Product-Endorser Fit – A. Schouten et al....................................................................... 41
Lecture 5 ........................................................................................................................... 42
WEEK 6 ................................................................................................................................. 52
The E ects of Contextual Priming in Print Advertisements – Youjae Yi ................................... 52
The Influence of Media Multitasking on Advertising E ectiveness – M. Garaus ...................... 53
Lecture 6 ........................................................................................................................... 55
BOOK CHAPTERS .................................................................................................................. 63
1
,DePelsmacker et al. Chapter 3 ........................................................................................... 63
DePelsmacker et al. Chapter 4 ........................................................................................... 72
DePelsmacker et al. Chapter 6 ........................................................................................... 87
DePelsmacker et al. Chapter 12 ......................................................................................... 95
2
,Marketing Communication
WEEK 1
What holds attention? Linguistic Drivers of Engagement – J. Beger, W. Moe, D, Schweidel
Language that is easier to process encourages continued reading, as does language that evokes
emotion, but not all emotional language has the same impact. Instead, these e ects are driven
by the degree to which di erent discrete emotions evoke arousal and uncertainty. Consistent
with this, anxious, exciting, and hopeful language all encourage reading, while sad language
discourages it.
Types of engagement:
- Attracting attention.
o Views or clicks.
- Likes, comments, and shares.
o Clicking the like button.
o Writing a response.
o Social shares.
o Word of mouth.
- Sustaining attention.
o Continued viewing or reading.
While attracting attention is important, it’s not enough. The more of a piece of content
consumers read, the more knowledge they gain. Focusing on short-term metrics like views or
clicks do not necessarily lead people to consume the content.
Consequently, beyond whether an article, advertisement, or other piece of content attracts
attention, sustaining attention refers to whether that content hold attention. Holding attention
involves retaining the attracted attention, keeping audiences engaged.
While shares a ect di usion, they say less about content consumption. These actions say little
about whether anyone actually consumed the content. Marketplace actors don’t just care about
clicks and likes; they care whether people actually consume their content. Holding attention
deepens brand relationships, encourages learning, and drives purchase and choice. Similarly,
sustaining engagement increases opportunities to display ads and generate ad revenue.
What holds attention?
Processing ease
- Processing Ease = how much cognitive e ort text requires to process.
- Some research suggests that textual features that increase cognitive processing should
sustain attention and encourage continued consumption.
- This research suggests the opposite. In the context of continued consumption, it is
suggested that textual features that make content easier to process should have positive
e ects. The easier something is to do, the more likely people are to continue doing it.
- Processing ease can also generate positive a ect, which could sustain attention and
encourage continued consumption.
o Di icult words are longer to read and comprehend, and require more e ort. This
should discourage attention and decrease the likelihood of continued content
consumption.
3
, o Longer sentences generally require more e ort to read, as do sentences that are
more syntactically complex.
- In conclusion, it is suggested that textual features that require more cognitive processing
should discourage sustained attention and reduce continued consumption. The fact that
we expect di erent e ects for sustained attention than prior work found for clicks
underscores that sustained attention is distinct from other types of engagement (i.e.,
clicks).
Emotional language
Emotions can increase attention or flag that something is important. It is suggested that whether
emotional language sustains attention will depend on the link between specific emotions,
uncertainty, and arousal.
The role of uncertainty.
- While expressing certainty may increase likes or shares because it makes brands seem
more powerful, this research suggests the opposite.
- Uncertainty can increase attention and processing as people try to resolve what will
happen.
- Language related to uncertain emotions should hold attention and encourage content
consumption compared with language related to certain emotions.
The role of arousal.
- Language related to high-arousal emotions should sustain attention and encourage
continued consumption.
- Arousal may also lead to an increased state of vigilance, which should help hold
attention.
- Whether emotional language sustains attention will depend on the degree to which it is
linked to specific emotions that evoke (1) uncertainty and (2) arousal.
Lecture 1
Attention is:
- Limited: people only have a limited amount of cognitive resources. We therefore can only
selectively pay attention to things.
- Selective
- Voluntary or involuntary
- A precondition for further processing. You first need attention before being able to
process something.
More attention = more cognitive capacity = more comprehension = more elaboration
Levels of processing / involvement:
4
