325. IJRM. Advertising’s effects on Consumer Mindset & Sales.
August 1, 2024
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In today's episode, Albert Valenti, an assistant professor in marketing at IESE Business School, discusses research he and his colleagues conducted on how advertising works. Using data from 178 brands over seven years, the research focuses on how advertising impacts consumers' cognition, affect, and experience, and how these factors influence purchasing decisions.
Key items discussed include:
Consumers process advertising effects sequentially, not simultaneously.
The most common sequence is affect, cognition, and experience (ACE), observed in 42% of brands.
Advertising most easily influences cognition, followed by experience and affect.
The ACE sequence is more prominent in utilitarian and less differentiated brands.
Market share does not appear to significantly impact the sequence.
For new or unstudied brands, educated guesses about the likely sequence can be made based on product category and differentiation level.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Albert Valenti is Assistant Professor in the Marketing Department at IESE Business School. Albert’s research has received prestigious awards for its impact on business practice. He is the recipient of the 2018 ISMS-MSI Gary Lilien Practice Prize Award for an outstanding implementation of marketing science concepts and methods. He was also the winner of the 2017 AMA-EBSCO Answers in Action Grant initiative for a project that represents a deep collaboration between academia and industry. Prof. Valenti has professional and academic experience on four continents. He has advised service and industrial multinationals in several sectors. He has also co-founded and participated in the development of a tech startup.
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International Journal of Research in Marketing
Albert Valenti