Martin Eisend
Datos Biográficos
| ID | 252769 |
|---|---|
| NOMBRE | Martin Eisend |
| NOMBRES | Martin |
| APELLIDO | Eisend |
| FIRMA | EISEND M |
| AFILIACIONES | European University Viadrina |
| ORCID | 0000-0003-2564-6417 |
| VERIFICADO | Sí |
| TOTAL DE OBRAS | 37 |
| TOTAL DE CITAS | 9 |
| TOTAL COMO AUTOR | 36 |
| TOTAL COMO EDITOR | 1 |
| PRIMER AÑO DE PUBLICACIÓN | 2003 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2026 |
| ÍNDICE H | 1 |
Diversity and inclusion in advertising
The advertising industry has witnessed a growing emphasis on diversity and inclusion, drawing greater interest in the topic from advertising researchers (Eisend, Muldrow, and Rosengren 2023). Schol
Effects of multiple models and group diversity in social media advertising
This study examines digital video advertising, focusing on the impact of single versus multiple models on social media responses and the role of group diversity (age, gender, ethnicity) in international ads. Using theories of information utility, message repetition, and cue-diagnosticity, it analyzes 234 YouTube and Instagram campaigns with 38,774 consumer comments via machine learning-based facial recognition. Results show that social media ads …
Generative Artificial Intelligence in Marketing Communication
Generative artificial intelligence (GenAI) is transforming marketing communication by enabling unprecedented personalization and targeting, automated and autonomous creative production, continuous optimization, and conversational interactions. Whereas prior research has largely focused on firm-level benefits or consumer reactions, this paper argues that GenAI-enabled marketing communication operates within a broader stakeholder ecosystem. We deve…
Body Positivity in Advertising
While advertising has traditionally portrayed unrealistic and idealized body standards, a growing number of brands have recently embraced more attainable and diverse body representations, referred to as body positivity. However, research on the effectiveness of body-positive advertising yields mixed findings, both in terms of advertising effects (e.g., attitudes, purchase intentions) and extended effects (e.g., body image, self-esteem). The field…
Diversity in Interactive Advertising
Despite the prevalence of diversity of endorsers in interactive advertising, most previous research has concentrated on diversity in traditional advertising formats. This paper, therefore, explores the phenomenon of diversity within interactive advertising, analyzing its unique characteristics, prevalence, and impact. It reviews the limited existing research on diversity in interactive advertising and discusses the distinctive features of this ad…
Explaining variations in the use of humor in advertising across countries
Despite high popularity of humor, its prevalence in advertising varies significantly across countries and previous research has not explained why. We empirically test a new theoretical explanation: an evolutionary perspective linking humor to mate-seeking behavior. Evolutionarily, humor enhances attractiveness and increases chances of finding a romantic partner, making it extensively used by mate-seekers (i.e. those searching for romantic relatio…
Realistic Portrayals of Untrue Information
A deepfake is a realistic portrayal of untrue information (i.e., it realistically depicts individuals who were not originally present in a given footage). A deepfaked ad has the potential to mislead consumers because it shows people saying or doing things that they have never said or done, which can harmfully influence consumer decisions. Despite the increasing prevalence of deepfakes in various contexts, there has been no research on their impli…
A little context, please! Understanding consumer responses to online advertising
This special section comprises three papers that were originally presented at the International Conference on Research in Advertising (ICORIA) in Prague, Czech Republic in June 2022.ICORIA is the a
When the Medium Is the Message
Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditi…
Computational Content Analysis in Advertising Research
Computational content analysis (CCA) has experienced a surge in popularity in the field of advertising research. Despite advancements, a comprehensive methodology guide in this area is lacking, presenting challenges for researchers seeking to incorporate these techniques into their study design. This methodology paper aims to provide a thorough overview of CCA applied to different and multiple modalities, including text, images, audio, and video,…
How Much Have We Learned about Consumer Research? A Meta-Meta-Analysis
This meta-meta-analysis study quantifies the development of scientific knowledge in consumer research by summarizing the findings of 222 meta-analyses that together include 2481 meta-analytic effect sizes. The results provide an overview of how much we know and how knowledge has developed in consumer research over time. By explaining 7.8% variance (r = 0.28) in consumer-relevant dependent variables, the findings show that consumer research, a com…
Diversity and inclusion in advertising research
Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive…
Ethnic Minorities in Advertising
The literature on diversity suffers from several shortcomings, leading to conflicting views or unjustified beliefs about ethnic minorities in advertising.Evidence is needed to show whether advertising has indeed become more ethnically diverse over time, whether any cultural differences exist, and whether ethnic diversity in advertising in new media differs from that in traditional media advertisements.Building on extant research and social role t…
Changes in Definitions and Operationalizations in Advertising Research—Justified or Not
Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to kno…
Gender roles in online advertising
This research focuses on gender roles in advertising on YouTube using a content-analysis approach that addresses the unique functionalities and characteristics of online advertising formats and its consumers. The data was collected from Germany and Israel, based on 311 advertisements providing 473 central characters. The results provide evidence for stereotyping in online advertising. These findings are slightly different from previous studies on…
Breaking Gender Binaries
Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and devel…
Older People in Advertising
Despite the increasing market size and consumption power of older consumers, older people seldom appear in advertising, and research activity in this area suggests that advertising scholars have lost interest in the topic. This article proposes some explanations for this neglect of the topic despite its increasing importance and provides a review of knowledge about the representation, portrayal, and effects of older people in advertising. Based o…
Lethal versus reproductive disease appeals in preventive health advertising
This study uses evolutionary psychology to examine how the use of disease appeals affects unhealthy behavioural intentions among consumers with different life-history strategies (LHS). Do they invest more resources in survival (slow strategists) or more resources in reproduction (fast strategists)? The results of two experimental studies indicate that behavioural intention to drink alcohol or to smoke varies as a function of the type of appeal us…
Full disclosure
This is the fifth special issue presenting papers from the International Conference on Research in Advertising (ICORIA). It contains a selection of six papers from the 2019 ICORIA presentations tha
Explaining Viral CSR Message Propagation in Social Media
The Gamification of Branded Content
Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic sea…
Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising
With global geopolitical changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers’ ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and tests their underlying mechanism. Study 1 (N = 336) shows that the endorser’s belongingness to a religiou…
Soziale Herkunftserfahrung als Sensibilisierung für Chancengleichheit und Diversität
The more the merrier
This is the fourth special issue presenting papers from the International Conference on Research in Advertising (ICORIA). It contains a selection of six papers from the 2018 ICORIA presentations th
A Meta-Analysis of the Effects of Disclosing Sponsored Content
The amount of literature on the effects of disclosing sponsored content has increased greatly in recent years. Although the literature provides valuable insights into the effects of disclosing sponsored content, several research gaps remain, such as inconclusive findings, boundary conditions, and the mechanisms that explain how disclosures work. This article offers a meta-analysis of 61 papers that use 57 distinct data sets to address these resea…
Facebook and the cultivation of ethnic diversity perceptions and attitudes
Purpose The purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes. Design/methodology/approach The authors’ investigations include an online and offline survey study with 476 Facebook users and a follow-up experiment with 75 individuals. Findings The authors provide empirical support that Facebook use cultivates ethnic diversity …
How Much Have We Learned about Consumer Research? A Meta-Meta-Analysis
This meta-meta-analysis study quantifies the development of scientific knowledge in consumer research by summarizing the findings of 222 meta-analyses that together include 2481 meta-analytic effect sizes. The results provide an overview of how much we know and how knowledge has developed in consumer research over time. By explaining 7.8% variance (r = 0.28) in consumer-relevant dependent variables, the findings show that consumer research, a com…
Glaubwürdigkeit in der Marketingkommunikation
In allen Bereichen der Gesellschaft ~ nicht nur im Marketing ~ ist eine Zunahme von Kommunikationsaktivitäten zur Beeinflussung von Konsumenten, Wählern oder Mit gliedern von Organisationen zu beobach
A meta-analysis of humor in advertising
Glaubwürdigkeit in der Marketingkommunikation
International Marketing
International marketing is defined by the American Marketing Association as follows: “international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” Despite the similarities between marketing decisions and activities on local markets, marketers face some unique decisions duri…
Marketing
Marketing is defined by the American Marketing Association (AMA, 2007) as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” The marketing orientation focuses on what customers want. The needs of customers drive production, and marketing activities aim at satisfying them. In line with this orientation is the un…
Advertising Repetition
The Influence of Judgment Calls on Meta-Analytic Findings
Previous research has suggested that judgment calls (i.e., methodological choices made in the process of conducting a meta-analysis) have a strong influence on meta-analytic findings and question their robustness. However, prior research applies case study comparison or reanalysis of a few meta-analyses with a focus on a few selected judgment calls. These studies neglect the fact that different judgment calls are related to each other and simulta…
Grundlagen empirischer Forschung
Warm glow vs. altruistic values
Advances in Advertising Research IX
Gender Roles
Research on gender roles in advertising revolves around three main topics: the assessment and occurrence of gender roles, the advertising effectiveness of gender roles, and the social effects of gender roles on consumers and society. The current knowledge of each topic reveals several gaps. To fill these gaps and increase the general knowledge regarding gender roles, future research should address several points. The first point includes the impr…
Soziale Herkunftserfahrung als Sensibilisierung für Chancengleichheit und Diversität
The more the merrier
This is the fourth special issue presenting papers from the International Conference on Research in Advertising (ICORIA). It contains a selection of six papers from the 2018 ICORIA presentations th
A Meta-Analysis of the Effects of Disclosing Sponsored Content
The amount of literature on the effects of disclosing sponsored content has increased greatly in recent years. Although the literature provides valuable insights into the effects of disclosing sponsored content, several research gaps remain, such as inconclusive findings, boundary conditions, and the mechanisms that explain how disclosures work. This article offers a meta-analysis of 61 papers that use 57 distinct data sets to address these resea…
Facebook and the cultivation of ethnic diversity perceptions and attitudes
Purpose The purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes. Design/methodology/approach The authors’ investigations include an online and offline survey study with 476 Facebook users and a follow-up experiment with 75 individuals. Findings The authors provide empirical support that Facebook use cultivates ethnic diversity …
Lethal versus reproductive disease appeals in preventive health advertising
This study uses evolutionary psychology to examine how the use of disease appeals affects unhealthy behavioural intentions among consumers with different life-history strategies (LHS). Do they invest more resources in survival (slow strategists) or more resources in reproduction (fast strategists)? The results of two experimental studies indicate that behavioural intention to drink alcohol or to smoke varies as a function of the type of appeal us…
Full disclosure
This is the fifth special issue presenting papers from the International Conference on Research in Advertising (ICORIA). It contains a selection of six papers from the 2019 ICORIA presentations tha
Explaining Viral CSR Message Propagation in Social Media
The Gamification of Branded Content
Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic sea…
Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising
With global geopolitical changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers’ ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and tests their underlying mechanism. Study 1 (N = 336) shows that the endorser’s belongingness to a religiou…
Breaking Gender Binaries
Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and devel…
Older People in Advertising
Despite the increasing market size and consumption power of older consumers, older people seldom appear in advertising, and research activity in this area suggests that advertising scholars have lost interest in the topic. This article proposes some explanations for this neglect of the topic despite its increasing importance and provides a review of knowledge about the representation, portrayal, and effects of older people in advertising. Based o…
Diversity and inclusion in advertising research
Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive…
Ethnic Minorities in Advertising
The literature on diversity suffers from several shortcomings, leading to conflicting views or unjustified beliefs about ethnic minorities in advertising.Evidence is needed to show whether advertising has indeed become more ethnically diverse over time, whether any cultural differences exist, and whether ethnic diversity in advertising in new media differs from that in traditional media advertisements.Building on extant research and social role t…
Changes in Definitions and Operationalizations in Advertising Research—Justified or Not
Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to kno…
Consumer Behavior in Brand Consumption and Identification (23 obras) · Psychology (22 obras) · Business (20 obras) · Advertising (18 obras) · Social Psychology (17 obras) · Digital Marketing and Social Media (14 obras) · Political science (10 obras) · Computer Science (9 obras) · Media, Gender, and Advertising (8 obras) · Sociology (8 obras)