Persuasion in Advertising
Introduction
Persuasion in Advertising: When Does It Work, and When Does It Not? Special issue of Intl J Advertising, Edited by Marieke Fransen, Amna Kirmani and Peeter Verlegh; Deadline 15 Dec 2013
International Journal of Advertising – Special Issue Call for papers
“Persuasion in Advertising: when does it work, and when does it not?”
Edited by Marieke Fransen, Amna Kirmani and Peeter Verlegh
Submission deadline: December 15, 2013
In the past decades, academics in marketing, psychology, advertising and communication science have shown an increasing interest in the active and passive ways in which consumers cope with influence attempts. This has led to the development of several streams of research that study persuasion and marketing from the perspective of the consumer, who is often skeptical or defensive toward persuasive attempts, but may also embrace those attempts as a form of entertainment or a source of information. In this special issue, we aim to collect some of the latest research in this area, which may include consumer characteristics and responses like reactance, (advertising) skepticism, but also broader concepts such as persuasion knowledge and advertising literacy. The issue is also open to work on communication strategies that attempt to facilitate such responses (inoculation, (fore)warnings, disclosures, consumer education) or counter/circumvent them (“omega strategies” such as brand placement, advergames or word-of-mouth marketing). Although we welcome papers focus on any of these aspects, we are especially interested in papers that combine the study of psychological mechanisms with a focus on practical implications, helping marketers to overcome consumer resistance or policymakers and consumers to cope more effectively with (unwanted) influence attempts. This special issue aims to bring together research that has developed in different disciplines, so that academics and practitioners can benefit from the different perspectives and obtain a better understanding of this phenomenon.
Topics that may be addressed include but are not limited to:
- The effect of (fore)warnings or disclosures on consumer responses
- Advertising skepticism and its impact on advertising effects
- The role of persuasion knowledge in consumer behavior
- Consumer resistance strategies (e.g., avoidance, counterarguing, source derogation)
- Reactance and boomerang effects
- Ad literacy
- Persuasion strategies that focus on reducing resistance (e.g., brand placement, advergames, word-of-mouth marketing)
- Consumer responses to biased (i.e., marketer-originated) versus unbiased (i.e., consumer-originated) information
- Improving or developing measures for concepts related to the topic (e.g., ad skepticism, reactance, persuasion knowledge)
Submission information
Manuscripts should be submitted through the International Journal of Advertising’s regular review process (), but include a note that the paper is being submitted to this special issue. The deadline for submission is December 15, 2013.
Enquiries should be directed to the special issue editors:
- Peeter Verlegh – Department of Communication Science, U. of Amsterdam (pverlegh@uva.nl)
- Marieke Fransen – Department of Communication Science, U. of Amsterdam (M.L.Fransen@uva.nl)
- Amna Kirmani – R.H. Smith School of Business, U. of Maryland (akirmani@rhsmith.umd.edu)
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