Research team

Marketing

Expertise

Marketing research, marketingcommunication consumer behavior.

Just in time! Using personal and contextual data to stimulate healthy behavior through adaptive interventions: Theoretical framework, technological building blocks and empirical evidence. 01/01/2019 - 31/12/2022

Abstract

Behavioral economics provides a relevant theoretical framework that can explain and predict individuals' seemingly irrational choices with respect to their health. By understanding individuals as non-rational actors with predictable biases, individuals can be guided or "nudged" toward wiser choices without restricting their choice freedom or significantly changing their economic incentives. The current project focuses on two complementary health risk behaviors, (un)healthy eating and physical (in)activity, and analyses how persuasive cues or 'nudges' can be applied to interactive, 'just-in-time' (JIT) interventions that are adapted to an individuals' unique characteristics, needs and context. To date, a major gap still exists between the technological capacity to deliver adaptive communications, existing theoretical behavioral frameworks and current applications. The main goal of the project is to close this gap by developing and testing an integrative theoretical framework on how just-in-time adaptive interventions affect individuals' health risk behaviors, by (i) adopting an interdisciplinary perspective, (ii) developing the main technological building blocks that enable these JIT adaptive interventions and (iii) testing the effectiveness of different interventions for different individuals in different contexts.

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Brand placement effects in text and film: An integrated study of moderators, mediators, and novel outcomes with implications for theory, practice and public policy. 01/10/2018 - 30/09/2021

Abstract

Brand placement –the purposeful incorporation of brands into entertainment content– has been growing steadily for the last decade and is now also gaining ground in the realm of books. Although branded products are often used by writers to increase realism or to describe a character's lifestyle or personality, brands are sometimes included for commercial purposes. Many authors, marketing experts, and advertisers seem to agree on the acceptability and persuasive potential of brand placement in books. And yet, this topic is still severely understudied. The proposed research adopts an interdisciplinary perspective and experimentally investigates how placements are processed and how they influence brand and story responses. Specifically, it studies the impact of key placement factors (i.e., if a brand appears in the narration or dialogue of a story; the number of times a brand is mentioned) on brand evaluation in two media (text and film); the role of (1st, 3rd person) narrative perspective in text; and the effectiveness of placement disclosures. It also tests the psychological mechanisms driving these effects by measuring potential mediating variables (placement perceptions, critical processing, identification with characters, story engagement), and employs important, yet unstudied, outcome measures (willingness to pay, real brand choice; story and author perceptions). The findings have significant implications for both theory and practice (advertisers, marketers, policy-makers).

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The influence of online review content on social media and social network sites, context and reviewer characteristics on consumer responses to online reviews. 01/10/2017 - 30/09/2021

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of four well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. In one of the studies, we focus upon a special type of online reviews, i.e. on social network sites, a topic that has received no research attention so far. Specifically, the project tries to answer four research questions: 1. How are reviews varying in attribute importance processed and is this effect moderated by the number of repetitions and/or the balance of the review set? 2. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 3. What is the role of homophily, tie strength and source credibility of internet communities and their members for consumer responses to positive and negative reviews? 4. How do tone of voice and service type affect the relationship between online message valence and consumer responses to WOM in a social network site?

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Effectiveness of social media marketing in the Latin American Context 25/09/2017 - 24/09/2021

Abstract

In the last few years, marketing communications have witnessed significant changes as result of digitalization. Persuasive communication has been revolutionized with the development of new digital marketing strategies and the popularity of social media as a commercial vehicle. Digital marketing has become a fundamental part in the execution of any successful globally integrated marketing communications strategy. Globalization and digitalization have also lead to an increased interest in the effectiveness of new marketing formats in emerging markets, both from an academic and practitioner perspective. This project focuses on Latin America as an important emerging market. The central research question of this project is: How do some "structural factors" affect the effectiveness of digital marketing strategies using social media in the Latin-American context? Potential factors that will be considered include cultural, technological, economical, political/legal and product related factors. To answer this overall research question, this project uses an interdisciplinary approach. The project consists of a series of (mainly experimental) studies, combining theories and insights from communication science, media psychology, economics, and marketing.

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GLITCH 01/06/2018 - 31/05/2021

Abstract

Glitch investigates the opportunities of a co-creative methodology in the domain of greenhouses cultivation. The aim of the project is the co-creation of product services that generate more durable and environmental friendly solutions in the domain of energy reduction and air quality. By using co-creative techniques, the end solutions will have a better fit with the needs and wants of the divers stakeholders and especially with these of the end-user.

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The impact of message content and framing in blood donation appeals: An experimental approach to donor recruitment and retention. 01/01/2017 - 31/12/2018

Abstract

This project adopts an interdisciplinary approach to bring new insight on blood donation behavior by drawing on research from marketing, persuasive communication, and psychology. Based on recent evidence showing that different factors drive donation behavior of donors at different stages of their career, it experimentally investigates the relative effectiveness of different blood donation appeals for different donor groups (non-donors, first-time donors, experienced donors, lapsed donors). Specifically, it examines how message framing –that is, different ways of presenting information in a persuasive message– affects donation intentions and behavior. For instance, we compare messages that emphasize avoiding the negative consequences of not donating with those stressing the positive consequences of donating (loss/gain framing), and we test whether highlighting accumulated (i.e., blood collected) or missing contributions (blood still needed) yields better results. In light of the pervasive influence of social media and the growing importance of online word-of-mouth (eWOM), we also explore the impact of these interventions on donors' eWOM intentions, which would be useful for online campaigns. The findings of our studies will advance current understanding of blood donation behavior and will also aid blood collection agencies in calibrating their communication strategies to enhance both recruitment and retention of donors in an easy-to-implement, cost-effective manner.

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Consumers' Responses to Advertising in Social Network Games. 01/10/2016 - 26/03/2017

Abstract

Digital games are an important medium for advertisers to reach their target audiences. However, the contemporary trend of playing games in social network sites (e.g. Facebook games) has been underresearched in the in-game advertising literature. The first research objective is to study which different types and formats of in-game advertisements exist in social network games by means of a content analysis of in-game ads in social network games. Specific attention will be payed to 'value exchange ads', that allow players to engage with the brand or ad in exchange for in-game content and rewards. A second research objective is to investigate how consumer respond to these value exchange ads, by means of an experimental study. Social network games possess several distinctive characteristics. Social network games have an social interaction element as they are played with people within one's existing social network (e.g. friends) on social network sites. They are casual games that involve short, easier gameplay and a more simplistic game environment than hardcore games, and they can be played on mobile platforms (e.g. smartphone and tablet) that have haptic technologies (i.e. touchscreen) and a smaller screen size than desktops. The third objective is to research the effects of social interaction, casual games, haptic touch, and screen size on consumer responses towards in-game advertising, by means of three experimental studies.

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The adoption of cocreation processes 01/09/2015 - 31/12/2016

Abstract

The project aims to develop tools by which drivers and constraints occuring throughout co-creation processes can be mapped and can be used to facilitate the whole process. Special attention is given to multiple stakeholder co creation, and co creation in a B2B context also with SME's. The focuss of the project is on organisational and personal drivers and constraints underlying the process. The process is considered over the different phases of the innovation process, from idea-generation to market introduction. The state of the art as reported in literature will be combined with best practices in a first roadmap concept. The process will be made more transparant and solutions are proposed for difficulties occuring during the co creation traject. Qualitative research ans case base resarch will give us more insights to make the roadmap more concrete. We further aim to develop concrete measurable output parameters for compagnies involved in co-creaation processes.

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The influence of online review content, context and reviewer characteristics on consumer responses to online reviews 01/01/2015 - 30/09/2016

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. Specifically, the project tries to answer four research questions: 1. How do the balance and sequence of online review sets influence the number of reviews people read, and how does this self-paced review processing in turn affect the recall of information, impression formation, perceived usefulness, attitudes and behavioural intentions of review readers? 2. How are online reviews in a set processed when they discuss elements of relatively high or low importance? Is this effect influenced by the number of repetitions and/or the balance of the review set? 3. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 4. What is the relative importance and interactive effect of homophily, tie strength and source credibility of online communities and their members in determining consumer responses to positive and negative online reviews?

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AdLit : Advertising Literacy in a New Media Environment : Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats. 01/09/2014 - 31/08/2018

Abstract

This project represents a research agreement between the UA and on the onther hand IWT. UA provides IWT research results mentioned in the title of the project under the conditions as stipulated in this contract.

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Brand placement effectiveness: Towards an integrative framework. 01/10/2012 - 30/09/2016

Abstract

Marketers are increasingly using brand placement (a.k.a. product placement), the (paid) inclusion of branded products or brand identifiers through audio and/or visual means within mass media content (television shows, movies, books, songs, etc.) to deliver their commercial messages more persuasively than through traditional advertising. This research proposal extends two basic brand placement frameworks with seminal advertising effectiveness theories (e.g., persuasion knowledge, accessibility-diagnosticity, priming) to develop an integrative framework incorporating relevant brand placement characteristics that, until now, have largely been ignored. The research proposes a series of 4 studies, including 4 different types of moderators: characteristics of the brand placement (e.g., prominence, plot connection), context effects (e.g., programme perceptions), integrated marketing communication (e.g., interaction with other forms of communication, such as traditional advertising) and disclosure (the explicit revelation that brands in the programme or movie are placed in return for sponsorship or payment). In each of the studies, different dependent variables (brand recall, attitude toward the brand, purchase intention, attitude towards brand placements, consumer activation, etc.) are measured. That way, the proposed research should enable us to develop a comprehensive framework on the effectiveness of brand placement, studied from different perspectives. In the first study, relevant brand placement characteristics (e.g., length, position on screen, character interaction, etc.) are charted based on a content analysis. Through qualitative research (focus group discussions and in-depth interviews), we assess how viewers process brand placements with varied characteristics. Next, we test how combinations of different characteristics contribute to brand placement effectiveness in a series of field researches and experiments. A second study investigates to what degree the effectiveness of different brand placement characteristics may be context-dependent. Whether someone likes or dislikes the programme, can influence the reaction tpwards the placements in the programme. The programme genre (thriller, comedy) may also play a role. Through a number of field and lab experiments, we investigate the interaction between characteristics of the placement and characteristics of the context, on relevant effectiveness measures. In a third study, the interaction of brand placement and other communication formats (e.g., traditional advertising) is researched. How can communication enhance the effect of brand placements, or can communication for competing brands cause confusion? The content (e.g., endorser) and the timing of the communication are also considered. The fourth study includes a series of related experiments on the effects of disclosure (the explicit revelation that brands are placed in the programme or movie in return for sponsoring or payment) on various outcomes (persuasion knowledge, brand placement effectiveness, programme liking, attitude toward brand placements, etc.). The research will manipulate disclosure in different ways: disclosure vs. no disclosure, timing of disclosure (before, during, after programme), level of disclosure (generic, general product category, brand specific) and disclosure modality (visual, auditory, audiovisual).

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Farm and regional products: consumer research and economic service of tourist and recreational routes in the province of Antwerp. 01/07/2012 - 30/09/2013

Abstract

This project represents a formal research agreement between UA and on the other hand the Province of Antwerp. UA provides the Province of Antwerp research results mentioned in the title of the project under the conditions as stipulated in this contract.

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The role of emotions and emotional design in the adoption process of electric cars. 01/01/2012 - 31/12/2013

Abstract

The project investigates the role of emotions in the adoption process of new sustainable products, more specifically electric cars. A conceptual model is developed and tested by means of which existing theoretical frameworks such as the Extended theory of Planned Behaviour can be extended with emotional dimensions. Additionally, consumer responses to different emotions in the design of and advertisements for electric car models of existing car makes are studied.

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Design and validation of models for short-term and long-term media mix investment optimization. 01/01/2011 - 31/12/2014

Abstract

The project investigates the impact of advertising investments, media mix allocation and advertising share of voice on short-term advertising and brand effects, on consumer activation (gathering extra information, visiting websites and generating word-of-mouth), and on their impact on long-term brand effects.

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The effect of brand placement disclosure on the responses to brand placement by adults and children 01/01/2010 - 31/12/2011

Abstract

The impact of disclosure mechanismsof brand placement in media content on the level of persuasion knowledge, both with adults and children, is studied. The proposal contributes to the theoretical insights into how brand placement works, to the definition of ethical advertising, and to the public policy question which specific regulation the government has to impose with respect to this commercial technique.

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The effectiveness of brand placement: extensions of the Tripartite Typology and the Balance Model and the impact of disclosure. 01/10/2009 - 15/12/2010

Abstract

The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability.

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Branded content: effectiveness and acceptability in a cross-cultural perspective. 01/10/2008 - 30/09/2009

Abstract

The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability.

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Responses to different advertising strategies for various branding strategies for new product introductions. 01/10/2007 - 30/09/2009

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

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Interactive digital television and advertising effects. 01/07/2007 - 31/12/2011

Abstract

The project integrates the existing theories of traditional advertising research with conceptual models that have been designed to describe the reaction of individuals to interactive persuasive stimuli (e.g. the Internet). The objective is to formulate a new theoretical framework based on empirical research in an interactive digital television context. The resulting theory can also be applied to advertising formats in new media that combine traditional broadcast with viewer interaction (e.g. webcasting, mobile broadcasting,...).

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Effectiveness of advertising, rimesiers analysis with high frequency data. 01/01/2007 - 31/12/2010

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Effective advertising and branding strategies for new product introductions. 01/03/2006 - 31/12/2007

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The project aims to investigate the ad- and brand-related consumer reactions to three different advertising strategies (rational, single-valenced emotional and mixed emotional) for three different branding strategies for new product introductions (new brand, line extension, brand extension). Futrthermore, the moderating role of the following consumer characteristics will be explored: Consumer Innovativeness, Need for Cognition, Affect Intensity, and Proclivity to Accept Duality.

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Responses to different advertising strategies for various branding strategies for new product introductions. 01/10/2005 - 30/09/2007

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

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Responses to and effectiveness of fear appeals in advertising and good cause campaigns. Moderating factors within the Extended Parallel Process Model. 01/01/2005 - 31/12/2008

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Measuring responses to advertising and media context by means of eye tracking. 01/02/2004 - 31/12/2005

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The response to advertising stimuli is varying media contexts is studied in two experiments in which the technique of eye tracking is used. In the first experiment the nature of the priming effects of media context on the elaboration of advertising messages is studied. In the second experiment the level of attention for various sections of web pages is tested and correlated with other self-reported responses to advertising on these pages.

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Sustainable consumption: which role for consumers ? 15/12/2003 - 30/06/2006

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The purpose of the project is to collect academic knowledge about sustainable consumption, to valorise this knowledge in an international academic context, and to publish it, and to build a network of international researchers to enhance the distribution of available knowledge.

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Competitive intelligence in the Flemish business community and the business supporting institutions. 01/01/2002 - 31/12/2003

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    Just and sustainable trade, between market and solidarity: diagnosis and perspectives. 15/12/2001 - 31/12/2004

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    Development and testing of methods to measure the impact of environmental communication. 01/01/2001 - 31/08/2001

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      01/09/2000 - 31/08/2003

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        Market economic analysis of ethical values in strategic and marketing management by Belgian and Dutch companies. 01/05/1998 - 30/04/2000

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        The interaction between companies and consumers can be assumed to take place in a "market for ethical preferences". The general objective of this research project is to explore the usefulness of this market approach, both from the point of view of the economic interpretation and its applicability in strategic management and marketing.

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          The effect of external factors, marketing stimuli, environmental consciousness and individual differences on perceived consumer effectiveness, socially responsible consumer behaviour and environment-friendly consumer behaviour 01/05/1997 - 30/04/1999

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          Environment-friendly behaviour is influenced by many factors and various mechanisms through which their influence is exerted can be conceived. On the basis of primary data collection with consumers, these factors and mechanisms will be explored.

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            01/09/1994 - 30/10/1994

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              01/04/1994 - 31/03/1995

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                01/03/1994 - 30/06/1994

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                  21/01/1994 - 30/11/1994

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                    01/12/1993 - 21/01/1994

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                      01/08/1993 - 31/10/1993

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                        01/05/1993 - 30/04/1994

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                          18/11/1991 - 18/09/1992

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                            01/10/1991 - 30/09/1992

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