Advertising Effects Research

This field of research is dedicated to the study of classical forms of advertising (e.g., print ads, TV-spots, banner ads) and advertising strategies (e.g., humor, emotions, narratives, or sex appeals). In addition, we investigate the perception and effects of advertising that is embedded in the program, such as brand or product placements in TV features, movies, computer games or on websites. Specifically, we are interested in the role that conscious and unconscious affect play in the advertising perception process. Finally, the focus is on the limits of advertising effects due to psychological reactance that audience members exhibit when facing commercial content.