Finding your consumers are just not feeling connected to your brand? You are not alone. Here's what you can do.
Marketing managers want consumers to form strong connections with their brands. However, in reality such relationships are rare and many consumers are relationship-averse or content with the status quo.
Check out our new research examining how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands. Specifically, we demonstrate a congruency effect that arises in marketing communications when matching psychologically close brands with concrete language and psychologically distant brands with abstract language. Through such matching, marketers can increase beneficial brand outcomes such as consumer spending and charitable giving, even for brands that are relatively distant to consumers.
Ever wondered how the use of full-figured models in ads may impact overweight consumers decision-making?
Check out our recent publication in the Journal of Advertising where we explore how the use of health-based weight stereotypes (i.e. pairing an overweight model with an unhealthy product or a thin model with a healthy product) can perpetuate the unhealthy consumption decisions made by overweight consumers.
Crowdsourcing research using implicit methods?
Check out our recent publication in the Journal of Advertising in which we examine cross-sectional Implicit Association Test data in light of past implicit measures research to identify a series of best practices for conducting IAT research on crowdsourced panels.
Curious about how the consumer's self-concept is at the center of their associative universe?
Andrew Perkins' and I dig in this topic in our chapter "Implicit Egocentrism" in Americus Reed II and Mark Forehand's Handbook of Research on Identity Theory in Marketing.
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Assistant Professor | Western University