Tyler Milfeld
Biographic Data
| ID | 9506814 |
|---|---|
| NAME | Tyler Milfeld |
| GIVEN NAMES | Tyler |
| FAMILY NAME | Milfeld |
| SIGNATURE | MILFELD T |
| AFFILIATIONS | Villanova University |
| ORCID | 0000-0002-6210-3545 |
| VERIFIED | Yes |
| TOTAL WORKS | 9 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 9 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth
Luxury fashion brands are among the first movers in metaverse-based non-fungible tokens (NFTs). As luxury fashion brands aim to appeal to younger audiences, NFTs present an enticing marketing approach. Despite the growing interest in NFTs among fashion brands and consumers, no research has examined the core characteristics of NFTs and their impact on advertising outcomes in the luxury context. This research adopts a mixed-methods approach to prov…
Just for fun
Fun-seeking permeates the everyday human experience. While advertising research has focused on implicit, fun-related cues (colors, characters, fonts, and imagery), no research has examined fun’s meanings and manifestations. The current research adopts a holistic, cross-discipline perspective to develop a foundational framework for advertising fun. Phenomenological interviews reveal three core characteristics of a fun brand that intersect to creat…
Targeting Couples
Household is an important consumption unit that involves joint decision-making. While numerous studies have investigated the impact of advertising on purchases at the individual level, the interactions among individuals within a household have been largely overlooked. This article investigates a novel dyad-exposure advertising method that targets both spouses as decision-makers in purchasing household products. With data from a field experiment t…
Fueling or Suppressing Brand Activism Backlash
Brand activism, a common form of purpose advertising, often incites consumer backlash. Many brands respond by retracting their positions to suppress the negative wave, and this research investigates the effectiveness of the retraction message strategy. Adapting crisis communication literature to this context, this research develops an Accommodative-Defensive message-type framework and compares retraction to three other message types: responsibili…
Sustainability advertising
A growing number of consumers want companies to act sustainably. Companies have responded by advertising their sustainability initiatives, practices, and products. This paper takes a fresh look at sustainability advertising, synthesizing empirical research involving two focal questions: (a) What makes a sustainability ad effective? and (b) What drives some consumers to adopt sustainable behaviors? To answer these questions, this paper is organize…
Altercast framing with assertive sustainability messages
Advertisers often use assertive messages because they minimize ambiguity, are attention-grabbing, and encourage behavioural compliance, making them a popular message design strategy in sustainability advertising. However, assertive messages often backfire for ‘non-green’ or lower environmental concern (LEC) consumers, generating more negative attitudes toward the ad sponsor and entrenching existing behaviours. Advertisers employ subtle phrasing t…
Riding the Wave
An increasing number of consumers expect brands to engage in important societal issues. Brands like Procter & Gamble, Microsoft, and Gillette have launched ads promoting their stances on highly salient issues in public discourse. While corporate social responsibility (CSR) advertising research has explored issues such as skin cancer, heart disease, and abortion, this research stream has yet to investigate how an issue’s salience in society influe…
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change
Some brands, not-for-profit organizations, and social media influencers post tips to encourage prosocial behaviors. This is particularly prevalent in the context of environmental sustainability. Through a series of three studies, including a field experiment using a real brand to investigate click-through rates and cost per click, this research finds that a single green tip (versus many tips) enhances brand attitudes among consumers with low envi…
A Fresh Start for Stigmatized Groups
The idea that individuals can create a new beginning, known as the fresh start mindset, is deeply embedded in American culture. This mindset represents an accessible, shared construct that may be particularly relevant for changing attitudes toward two highly stigmatized groups: ex-offenders and drug addicts. While previous advertising literature has suggested that ambiguous or symbolic approaches may help improve consumer response, we show (using…
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A Fresh Start for Stigmatized Groups
The idea that individuals can create a new beginning, known as the fresh start mindset, is deeply embedded in American culture. This mindset represents an accessible, shared construct that may be particularly relevant for changing attitudes toward two highly stigmatized groups: ex-offenders and drug addicts. While previous advertising literature has suggested that ambiguous or symbolic approaches may help improve consumer response, we show (using…
Sustainability advertising
A growing number of consumers want companies to act sustainably. Companies have responded by advertising their sustainability initiatives, practices, and products. This paper takes a fresh look at sustainability advertising, synthesizing empirical research involving two focal questions: (a) What makes a sustainability ad effective? and (b) What drives some consumers to adopt sustainable behaviors? To answer these questions, this paper is organize…
Altercast framing with assertive sustainability messages
Advertisers often use assertive messages because they minimize ambiguity, are attention-grabbing, and encourage behavioural compliance, making them a popular message design strategy in sustainability advertising. However, assertive messages often backfire for ‘non-green’ or lower environmental concern (LEC) consumers, generating more negative attitudes toward the ad sponsor and entrenching existing behaviours. Advertisers employ subtle phrasing t…
Riding the Wave
An increasing number of consumers expect brands to engage in important societal issues. Brands like Procter & Gamble, Microsoft, and Gillette have launched ads promoting their stances on highly salient issues in public discourse. While corporate social responsibility (CSR) advertising research has explored issues such as skin cancer, heart disease, and abortion, this research stream has yet to investigate how an issue’s salience in society influe…
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change
Some brands, not-for-profit organizations, and social media influencers post tips to encourage prosocial behaviors. This is particularly prevalent in the context of environmental sustainability. Through a series of three studies, including a field experiment using a real brand to investigate click-through rates and cost per click, this research finds that a single green tip (versus many tips) enhances brand attitudes among consumers with low envi…
Targeting Couples
Household is an important consumption unit that involves joint decision-making. While numerous studies have investigated the impact of advertising on purchases at the individual level, the interactions among individuals within a household have been largely overlooked. This article investigates a novel dyad-exposure advertising method that targets both spouses as decision-makers in purchasing household products. With data from a field experiment t…
Fueling or Suppressing Brand Activism Backlash
Brand activism, a common form of purpose advertising, often incites consumer backlash. Many brands respond by retracting their positions to suppress the negative wave, and this research investigates the effectiveness of the retraction message strategy. Adapting crisis communication literature to this context, this research develops an Accommodative-Defensive message-type framework and compares retraction to three other message types: responsibili…
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth
Luxury fashion brands are among the first movers in metaverse-based non-fungible tokens (NFTs). As luxury fashion brands aim to appeal to younger audiences, NFTs present an enticing marketing approach. Despite the growing interest in NFTs among fashion brands and consumers, no research has examined the core characteristics of NFTs and their impact on advertising outcomes in the luxury context. This research adopts a mixed-methods approach to prov…
Just for fun
Fun-seeking permeates the everyday human experience. While advertising research has focused on implicit, fun-related cues (colors, characters, fonts, and imagery), no research has examined fun’s meanings and manifestations. The current research adopts a holistic, cross-discipline perspective to develop a foundational framework for advertising fun. Phenomenological interviews reveal three core characteristics of a fun brand that intersect to creat…
Advertising (9 works) · Business (9 works) · Consumer Behavior in Brand Consumption and Identification (8 works) · Psychology (7 works) · Marketing (6 works) · Computer Science (4 works) · Marketing (4 works) · Social Psychology (4 works) · Digital Marketing and Social Media (3 works) · Environmental Sustainability in Business (3 works)