Patrick De Pelsmacker
Biographic Data
| ID | 1412345 |
|---|---|
| NAME | Patrick De Pelsmacker |
| GIVEN NAMES | Patrick |
| FAMILY NAME | De Pelsmacker |
| SIGNATURE | DE PELSMACKER P |
| AFFILIATIONS | University of Antwerp |
| ORCID | 0000-0003-1258-662X |
| VERIFIED | Yes |
| TOTAL WORKS | 22 |
| TOTAL CITATIONS | 31 |
| AUTHOR COUNT | 21 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2002 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
The effect of argument specificity, length and visual imagery in green advertising on perceived green deception and brand attitude
Based on the lenses of the Models of Inferred Information and the Heuristic-Systematic Model of Information Processing, we examine the impact of green advertising message elements on perceived green deception and brand attitude. In Study 1, we manipulate message specificity (vague vs specific) and length (short vs long). Study 2 tests ads with or without nature imagery. In Study 3, we add a neutral image and explore the moderating role of environ…
Generational cohort theory research
The Generational Cohort Theory (GCT) has been an inspiration for academic research in many domains and countries. The current paper presents an overview of the marketing and advertising research that has been inspired by the theory. It critically assesses GCT validity, the oversimplification of a deterministic approach, and avoidance of reductionist generalizations. Comparing cohorts and/or study cohort effects suffers from confounds that cannot …
Do green employer labels matter? A study of the impact of advertising environmental responsibility on recruitment
Organizations increasingly advertise their environmental track record using green employer labels—certifications granted by external entities to recognize employers for their pro-environmental policies or practices for employer branding. Through the lens of Signalling Theory and Self-Congruity Theory, an eye-tracking experiment followed by a questionnaire was conducted with 142 young adults. Visual attention was measured for 11 areas of interest …
Social Media Characteristics and Consumers’ Online Brand-Related Activities (Cobras)
This paper explores the influence of different social media platforms’ characteristics for use intensity (i.e., time spent and emotional connectedness), which in turn partially affects the development of consumers’ online brand-related activities (COBRAs). Using a U.S.-based sample of 939 adult social media users, we tested three serial mediation models using partial least squares structural equation modeling. We find that different social media …
Branded content and motivations for social media use as drivers of brand outcomes on social media
Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect …
Reader and author attitudes towards brand placement in fiction
The present research explores readers’ and authors’ general attitudes towards brand placement in fiction. An online survey of Flemish readers (n = 500) and Flemish and Dutch authors (n = 97) measured attitudes towards the use of brand names and the practice of paid brand placement in fiction. Readers also reported their attitudes with regard to placement in film and TV programs. The results demonstrate that readers are favorable towards brand use…
Managerial response strategies to eWOM
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
The Effects of Brand Placement Disclosures in Fiction
The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for ins…
How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention
We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 …
Marketing Communications
Marketing Communications
What is wrong with advertising research and how can we fix it
Advertising research is an applied discipline. It should use insights and theories from other disciplines to develop actionable recommendations for contemporary advertising practice, by explaining in a valid way how and why advertising works. I discuss some observations that indicate that part of the current academic advertising literature falls short of this expectation, using information in 330 articles that were published in the International …
The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments
Planning and Conducting Experimental Advertising Research and Questionnaire Design
We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures…
Marketing Communications
Personal Values, Green Self-identity and Electric Car Adoption
Advertising in New Formats and Media
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic resear…
Positive and Negative Antecedents of Purchasing Eco-friendly Products
Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages
Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical exercis…
Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women
Validity and Reliability of Scores on the Reduced Emotional Intensity Scale
The purpose of this study was to investigate the underlying factor structure of the 30-item Emotional Intensity Scale (EIS) and to construct a reduced EIS (EIS-R). The psychometric characteristics of the scales were examined from three different samples: 204 employees of the University of Antwerp, a subset of 106 of the first sample who cooperated in a retest, and 510 men and women representative of the Belgian population. The original EIS does n…
Developing a Short Affect Intensity Scale
The purpose of this study was to construct a brief version of the 40-item Affect Intensity Measure. Since the assumed one-dimensionality of the scale has been criticized lately, special attention was paid to the factor structure of the full and the brief scales. The scales were tested in three different samples: 510 Belgian citizens representative of the Belgian population, and 204 and 166 students of the University of Antwerp. The Short Affect I…
Personal Values, Green Self-identity and Electric Car Adoption
Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women
Managerial response strategies to eWOM
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages
Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical exercis…
Validity and Reliability of Scores on the Reduced Emotional Intensity Scale
The purpose of this study was to investigate the underlying factor structure of the 30-item Emotional Intensity Scale (EIS) and to construct a reduced EIS (EIS-R). The psychometric characteristics of the scales were examined from three different samples: 204 employees of the University of Antwerp, a subset of 106 of the first sample who cooperated in a retest, and 510 men and women representative of the Belgian population. The original EIS does n…
Developing a Short Affect Intensity Scale
The purpose of this study was to construct a brief version of the 40-item Affect Intensity Measure. Since the assumed one-dimensionality of the scale has been criticized lately, special attention was paid to the factor structure of the full and the brief scales. The scales were tested in three different samples: 510 Belgian citizens representative of the Belgian population, and 204 and 166 students of the University of Antwerp. The Short Affect I…
Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women
Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages
Two experimental studies test the effectiveness of health versus appearance-related arguments in two-sided messages. The first study shows that two-sided messages to discourage suntanning are more effective when using appearance-focused instead of health-focused arguments. Study 2 elaborates on the underlying mechanism and extends the generalization of the results of the first study, by investigating two-sided messages to promote physical exercis…
Advertising in New Formats and Media
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic resear…
Positive and Negative Antecedents of Purchasing Eco-friendly Products
Planning and Conducting Experimental Advertising Research and Questionnaire Design
We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures…
Marketing Communications
Personal Values, Green Self-identity and Electric Car Adoption
The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments
Marketing Communications
Marketing Communications
What is wrong with advertising research and how can we fix it
Advertising research is an applied discipline. It should use insights and theories from other disciplines to develop actionable recommendations for contemporary advertising practice, by explaining in a valid way how and why advertising works. I discuss some observations that indicate that part of the current academic advertising literature falls short of this expectation, using information in 330 articles that were published in the International …
The Effects of Brand Placement Disclosures in Fiction
The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for ins…
How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention
We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 …
Reader and author attitudes towards brand placement in fiction
The present research explores readers’ and authors’ general attitudes towards brand placement in fiction. An online survey of Flemish readers (n = 500) and Flemish and Dutch authors (n = 97) measured attitudes towards the use of brand names and the practice of paid brand placement in fiction. Readers also reported their attitudes with regard to placement in film and TV programs. The results demonstrate that readers are favorable towards brand use…
Managerial response strategies to eWOM
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
Social Media Characteristics and Consumers’ Online Brand-Related Activities (Cobras)
This paper explores the influence of different social media platforms’ characteristics for use intensity (i.e., time spent and emotional connectedness), which in turn partially affects the development of consumers’ online brand-related activities (COBRAs). Using a U.S.-based sample of 939 adult social media users, we tested three serial mediation models using partial least squares structural equation modeling. We find that different social media …
Branded content and motivations for social media use as drivers of brand outcomes on social media
Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect …
Generational cohort theory research
The Generational Cohort Theory (GCT) has been an inspiration for academic research in many domains and countries. The current paper presents an overview of the marketing and advertising research that has been inspired by the theory. It critically assesses GCT validity, the oversimplification of a deterministic approach, and avoidance of reductionist generalizations. Comparing cohorts and/or study cohort effects suffers from confounds that cannot …
Do green employer labels matter? A study of the impact of advertising environmental responsibility on recruitment
Organizations increasingly advertise their environmental track record using green employer labels—certifications granted by external entities to recognize employers for their pro-environmental policies or practices for employer branding. Through the lens of Signalling Theory and Self-Congruity Theory, an eye-tracking experiment followed by a questionnaire was conducted with 142 young adults. Visual attention was measured for 11 areas of interest …
The effect of argument specificity, length and visual imagery in green advertising on perceived green deception and brand attitude
Based on the lenses of the Models of Inferred Information and the Heuristic-Systematic Model of Information Processing, we examine the impact of green advertising message elements on perceived green deception and brand attitude. In Study 1, we manipulate message specificity (vague vs specific) and length (short vs long). Study 2 tests ads with or without nature imagery. In Study 3, we add a neutral image and explore the moderating role of environ…
Psychology (16 works) · Business (13 works) · Advertising (11 works) · Consumer Behavior in Brand Consumption and Identification (9 works) · Social Psychology (9 works) · Digital Marketing and Social Media (7 works) · Computer Science (6 works) · Behavioral Health and Interventions (5 works) · Marketing (5 works) · Political science (5 works)