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© 2026 JAR Inside the Research Podcast
Description
This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.
40 Episodes
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In this episode, Tyler Milfeld (Villanova University) joins me, along with Courtney B. Peters (Samford University) and Jennifer H. Tatara (DePaul University), to discuss their Journal of Advertising Research article, “Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes.” Tyler, Courtney, and Jennifer examine what brands should say, or avoid saying, when a sociopolitical stance triggers backlash. Across three ex...
In this episode, Heesoo Kim (University of Oregon) joins me to discuss her Journal of Advertising Research article, “Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough,” coauthored with Hongsik John Cheon (Soongsil University). Heesoo and I explore how advertisers can earn an “attentional breakthrough” when audiences are multitasking across screens. Across four studies, the research shows that embedding an unfamiliar cue, like a scientific or technical te...
In this episode, Shuyu Lei (Nankai University) joins us for a conversation led by Shan Jian (PhD Candidate, Nankai University) to discuss her Journal of Advertising Research article, “How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo,” coauthored with Qi Wu (Nankai University) and Jiangang Du (Nankai University). Shuyu and Shan unpack when fast versus slow background music helps video ads perform better. Using a large...
In this episode, Wei-Fen Chen (Lecturer in Marketing, University of Leicester School of Business) joins me to discuss her Journal of Advertising Research article, “When to Appeal to Cultural Capital in Advertisements: Cultural Capital Appeals Increase Purchase Intentions for High- but Not Low-Priced Products,” coauthored with Xue Wang (Assistant Professor, Business School, Beijing Normal University) and Chenyang Shao (Doctoral Student, Business School, Beijing Normal University). Wei-Fen and...
Do consumers respond differently to AI avatars that look human versus those that look cartoon-like? In this episode, June-Ho Chung (Inha University) and Sungjun “Steven” Park (Queen Mary University of London; National Chengchi University) join me to discuss their Journal of Advertising Research article, Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers? The article is co-authored with Yiting (...
Do big life changes make people more open to seeing the same ad again and again? In this episode, Ben Borenstein and Luke Nowlan join me to share insights from their Journal of Advertising Research article, “Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences,” coauthored with Tyler Milfeld. Ben, Luke, and I talk through how moments like moving, changing jobs, or becoming a parent shift the way people respond to re...
Can the way ads are scheduled change whether people watch or skip? In this episode, Dr. Mi Hyun Lee (Northwestern University) and Dr. Jaewon Royce Choi (Louisiana State University) join me to talk about their Journal of Advertising Research article, Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models, coauthored with Su Jung Kim. We dig into their concept of ad acceptance propensity — the underlying tendency to accept rathe...
Can the depth of field in a video ad change how consumers process the message? In this episode, Dr. Lam An (University of Winnipeg) joins me to discuss his Journal of Advertising Research article, “The Effectiveness of Background Blurriness in Video Advertisements: How Video Background Blurriness and Construal Level Shape Consumer Perception.” Lam explains how blurry versus clear backgrounds interact with message type. Blurry backgrounds make concrete, detail-heavy, near-term messages easier...
When a movie rolls out in stages, how do you decide where the ad dollars go first week in theaters, later weeks, discs and TVOD, then streaming? In this episode, Prof. Sönke Albers walks me through his Journal of Advertising Research article, “Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages.” Sönke explains a simple, Excel-friendly rule that accounts for both stage size and long-term ad elasticity, plus the carryover and spillo...
How is generative AI changing the creative process inside agencies? In this episode, Carla Ferraro, Sean Sands, and Vlad Demsar join me to unpack insights from their Journal of Advertising Research article, “Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising,” coauthored with Andrew Kohn. We talk about what senior agency leaders are actually doing with GenAI right now, where it reliably speeds up ideation, testing, and production, and where human guidan...
Does calling out AI in your creative spark conversation or scare people off? In this episode, Sara Hanson, Jeffrey Carlson, and Heather Pressler unpack their Journal of Advertising Research article, “The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising.” We dig into AI salience, meaning how obvious it is that AI made the ad through disclosures or clearly AI-looking imagery. Across four studies, they find a split effect. AI-salient ads boost...
What really changes inside an ad agency when GenAI shows up? In this episode, Weila Cui joins us to unpack her Journal of Advertising Research article, “Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration,” coauthored with Martin J. Liu and Ruizhi Yuan. Interviewed by David Ji, Weila walks us through a practical four-stage roadmap—readiness, co-creativity (co-inspiration → co-generation → co-calibration), validation (agenc...
Where’s the line between “helpful” and “a bit creepy”? In this episode, Dr. Pengfei Xie joins me to unpack findings from his Journal of Advertising Research article, “The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat,” coauthored with Hongjie Sun and Yan Sun.  We break down their core result: consumer attitudes peak at a moderate level of personalization—then drop off when ads get overly tai...
Can the fit between an ad and the program around it change how long people watch? In this episode, Dr. Wen Xie joins me to share insights from his Journal of Advertising Research article, “An Empirical Examination of the Ad Program Congruence Effect on Ad Viewing Behaviors: Evidence from TVision Data,” coauthored with Ming Chen and Chunxiao Xue. Wen and I talk through what happens when ad themes line up with program themes, drawing on millions of second-by-second attention records from TVisi...
Can AI imagery hurt luxury advertising? In this episode, Rita Ngoc To, Parichehr “Perry” Kianian, Yi-Chia Wu, and Zhe Zhang unpack their Journal of Advertising Research article, “When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands.” The team walks through three studies that span a real email field test and two lab experiments. The throughline is clear. When a luxury ad discloses AI-generated imagery, people infer low effort, see the ad as less authent...
What happens when a virtual influencer reveals a sponsorship? In this episode, Dr. Jiemin Looi (Hong Kong Baptist University) joins us to discuss her Journal of Advertising Research article, “Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements,” coauthored with Anna Kim and Zihang Yi. Dr. Looi explains how the team combined computational analysis and an online experiment to uncover the complexities of sponso...
Is the metaverse really the next big thing in advertising—or just another overhyped tech trend? In this episode, Dr. Amy Yau (Cardiff University) and Will Zhang (University of Edinburgh) talk about their Journal of Advertising Researcharticle, “What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and ‘Disaffordances’ Through the Eyes of Advertisers.” The conversation explores how advertisers perceive both the promise and the pitfalls of m...
Do sad stories lead to more donations—and does it matter who’s asking? In this episode, Dr. Shirley Y. Y. Cheng (University of the Fraser Valley) discusses her Journal of Advertising Research article, “Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations,” co-authored with Dr. Connie Li and Dr. Gerard P. Prendergast. Drawing on two experiments, the authors examine how the intensity of negative emotion in fund...
JAR Podcast: Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective What’s the best way for influencers to combine images, videos, and captions to boost engagement? In this episode, Dr. Yang Feng (University of Florida) and Dr. Quan Xie (Southern Methodist University) discuss their Journal of Advertising Research article, “Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Int...
Can a simple phrase like “That’s it!” change how consumers perceive prices? In this episode, Dr. Dikla Perez (Bar-Ilan University), Dr. Gal Mazor (Bar-Ilan University), and Dr. Ann Kronrod (University of Massachusetts) discuss their Journal of Advertising Research article, "That’s It! How Short Exclamations Boost the Effectiveness of Price Communications." The authors explain how short exclamations—like “That’s it!” or “Period.”—make prices feel clearer and fairer, leading to higher consumer...
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