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INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: Journal News

Posted by: Colin Campbell

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Journal of Advertising Research News

Webinar on New JARxMediaprobe Data Release: Exploring Galvanic Skin Response to Measure Emotional Arousal

Mediaprobe is partnering with the Journal of Advertising Research to make Mediaprobe’s GSR data from its consumer panel available to JAR academic researchers, free of charge. The historical database that Mediaprobe is making available for researchers includes GSR data on more than 10,000+ television ads from over 200 monitoring sessions. Applications are welcome on an ongoing basis up until October 14, 2024.

Click below to learn more about the dataset and how to apply for access.

Register for a webinar on Friday, September 13th at 11am ET with Mediaprobe and JAR to learn more about their data release and the process of applying for access.

JAR Insights Studio

Join us on September 17 at 12pm ET for our next JAR Insights Studio! Dive into the latest research from the Journal of Advertising Research, covering topics like Virtual Influencers, Advertising’s Financial Impact, and Avatars in the Metaverse. Presenters include Sitan (Stan) Li (University of Tennessee), Shuba Srinivasan (Boston University), Dominique M. Hanssens (UCLA Anderson School of Management), Darius-Aurel Frank (Aarhus University), Jason DiPalma (Aarhus University)

Register for the free webinar here:

New Digital First JAR Articles

Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes

A new study by Alena Kostyk (University of Glasgow), Jie Sheng (Macau University of Science and Technology), Andrew Murchie (Deep Vision Studios), and Stephen Preston (St. Giles’ Cathedral, Edinburgh) explores the effects of stereoscopic (3D) versus monoscopic (2D) visuals in virtual reality (VR) marketing. The research reveals that while 3D VR enhances telepresence and the sense of realism compared to 2D VR, it does not significantly outperform 2D VR in driving positive marketing outcomes, such as brand attitudes and revisit intentions. This finding suggests that 2D VR may be a cost-effective option for advertisers without compromising effectiveness. Read the article here: 

What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers

A new study by Ben Marder (University of Edinburgh) and co-authors examines why advertisers are hesitant to adopt immersive virtual spaces like the metaverse. The study identifies key affordances such as novel advertising opportunities, immersive experiences, and targeting specific audiences, but also highlights significant disaffordances, including limited reach, uncertain ROI, and technological challenges. These findings underscore the complex decision-making process advertisers face when considering metaverse adoption. Read the article here: