Tobias Langner
Biographic Data
| ID | 9537281 |
|---|---|
| NAME | Tobias Langner |
| GIVEN NAMES | Tobias |
| FAMILY NAME | Langner |
| SIGNATURE | LANGNER T |
| AFFILIATIONS | University of Wuppertal |
| ORCID | 0000-0002-6582-1702 |
| VERIFIED | Yes |
| TOTAL WORKS | 9 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
The carousel effect
Carousel ads introduce a unique interactive element to in-feed social media advertising by prompting consumers to swipe sideways. Four studies offer novel insights into the “carousel effect” that results from the interactivity and multi-card structure of carousel ads. An exploratory investigation of how consumers perceive and experience carousel ads reveals four experiential themes: curiosity, convenience, perceived control, and immersion. A real…
The vampire effect of smartphone swiping
Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to increase attention and thus brand recall. To identify typical smartphone swiping, the authors develop a taxonomy of the motor actions consumers exhibit when browsing social media in real life. A mobile eye-tracking experiment then reveals how the typicali…
(Not) the right time for social media ads? Exploring the impact of social media detox on attention to the ad
Social media takes up a large part of consumers’ daily time. In response, social media detox is on the rise, such that consumers set time constraints or even take complete social media time-outs. Research into the effects of such detox phases on the effectiveness of advertising is critical but lacking. Two qualitative studies identify motivations for social media detox (n = 36) and explore its effects on ad reception (n = 22). Then, two mobile ey…
Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging
Gaining and holding attention are a critical bottleneck of social media advertising effectiveness. Assessing attention toward social media ads efficiently is therefore essential and requires valid measures. Viewport logging, a computational measure used to track online content viewability, is widely used in advertising practice to assess and charge for ad exposures. However, there has been no validation of viewport logging as an attention metric …
A comprehensive approach to the study of advertising execution and its effects
Recent criticism of advertising research has highlighted its lack of practical relevance and the absence of replication studies. Both are significant shortcomings for applied science intended to improve advertising practice. This paper proposes a methodological four-stage approach to the study of advertising execution to address these deficiencies. First, scholars should identify a relevant advertising phenomenon in the real world by studying adv…
Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation
Experiments in psychology suggest that an incubation phase during idea generation can be beneficial. The incubation phase involves taking a break from thinking about the creative problem, usually by performing a distraction task. However, no studies test the influence of incubation phases in advertising tasks. In-depth interviews among 12 advertising creatives emphasize the practical relevance of this topic but also reveal a lack of knowledge reg…
Herausforderungen und Ansätze eines systematischen Kommunikationsmanagements
Unternehmen haben sich permanent mit verändernden, schwierigeren Wettbewerbsbedingungen auseinander zu setzen. Bei ständig steigendem Angebot an Produkten und Leistungen, zunehmend homogenen Leistungsangeboten sowie hohen Sättigungsgraden auf Seiten der Konsumenten kommt der Kommunikation eine besondere Bedeutung zu. Wichtige kommunikative Herausforderungen und Aufgaben stellen für Unternehmen die Darstellung des kundenseitigen Nutzenvorteils, di…
Handbuch Kommunikation
Gestaltung von Markenlogos
Zur Markierung von Produkten steht ein schier unerschöpfliches Repertoire an Gestaltungselementen zur Verfilgung. Grundsätzlich trägt jedes Gestaltungselement, das ein Produkt eindeutig zu einer Marke zurechenbar macht, zur Markierung bei. Die wohl gebräuchlichsten Markierungselemente sind dabei der Markenname, das Markenlogo und die Produkt- bzw. Verpackungsgestaltung (vgl. Langner, 2003, S. 25 ff.). Dem Markenlogo als visuellem Bestandteil des …
No prominent works on this page.
Gestaltung von Markenlogos
Zur Markierung von Produkten steht ein schier unerschöpfliches Repertoire an Gestaltungselementen zur Verfilgung. Grundsätzlich trägt jedes Gestaltungselement, das ein Produkt eindeutig zu einer Marke zurechenbar macht, zur Markierung bei. Die wohl gebräuchlichsten Markierungselemente sind dabei der Markenname, das Markenlogo und die Produkt- bzw. Verpackungsgestaltung (vgl. Langner, 2003, S. 25 ff.). Dem Markenlogo als visuellem Bestandteil des …
Herausforderungen und Ansätze eines systematischen Kommunikationsmanagements
Unternehmen haben sich permanent mit verändernden, schwierigeren Wettbewerbsbedingungen auseinander zu setzen. Bei ständig steigendem Angebot an Produkten und Leistungen, zunehmend homogenen Leistungsangeboten sowie hohen Sättigungsgraden auf Seiten der Konsumenten kommt der Kommunikation eine besondere Bedeutung zu. Wichtige kommunikative Herausforderungen und Aufgaben stellen für Unternehmen die Darstellung des kundenseitigen Nutzenvorteils, di…
Handbuch Kommunikation
A comprehensive approach to the study of advertising execution and its effects
Recent criticism of advertising research has highlighted its lack of practical relevance and the absence of replication studies. Both are significant shortcomings for applied science intended to improve advertising practice. This paper proposes a methodological four-stage approach to the study of advertising execution to address these deficiencies. First, scholars should identify a relevant advertising phenomenon in the real world by studying adv…
Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation
Experiments in psychology suggest that an incubation phase during idea generation can be beneficial. The incubation phase involves taking a break from thinking about the creative problem, usually by performing a distraction task. However, no studies test the influence of incubation phases in advertising tasks. In-depth interviews among 12 advertising creatives emphasize the practical relevance of this topic but also reveal a lack of knowledge reg…
The vampire effect of smartphone swiping
Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to increase attention and thus brand recall. To identify typical smartphone swiping, the authors develop a taxonomy of the motor actions consumers exhibit when browsing social media in real life. A mobile eye-tracking experiment then reveals how the typicali…
(Not) the right time for social media ads? Exploring the impact of social media detox on attention to the ad
Social media takes up a large part of consumers’ daily time. In response, social media detox is on the rise, such that consumers set time constraints or even take complete social media time-outs. Research into the effects of such detox phases on the effectiveness of advertising is critical but lacking. Two qualitative studies identify motivations for social media detox (n = 36) and explore its effects on ad reception (n = 22). Then, two mobile ey…
Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging
Gaining and holding attention are a critical bottleneck of social media advertising effectiveness. Assessing attention toward social media ads efficiently is therefore essential and requires valid measures. Viewport logging, a computational measure used to track online content viewability, is widely used in advertising practice to assess and charge for ad exposures. However, there has been no validation of viewport logging as an attention metric …
The carousel effect
Carousel ads introduce a unique interactive element to in-feed social media advertising by prompting consumers to swipe sideways. Four studies offer novel insights into the “carousel effect” that results from the interactivity and multi-card structure of carousel ads. An exploratory investigation of how consumers perceive and experience carousel ads reveals four experiential themes: curiosity, convenience, perceived control, and immersion. A real…
Advertising (5 works) · Business (5 works) · Computer Science (5 works) · Psychology (5 works) · Political science (4 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Digital Marketing and Social Media (3 works) · Internet privacy (3 works) · Linguistic research and analysis (3 works) · Social media (3 works)