1、宗教、靈性與廣告
這是關於宗教、靈性和廣告的特別章節。一個人的宗教信仰或精神認同會直接影響他們的生活方式、態度和價值觀。這也會影響個人對廣告商的信息、圖像或一般廣告的看法。雖然越來越多的營銷文獻開始研究宗教與靈性這一主題，但關於這一主題，尤其是宗教對廣告各個方面的影響的理論和實踐的發展仍然存在實質性的空白。對於這一空白，徵文共徵集了37篇論文，最終產生了五篇文章，分別針對該主題提出了不同的關注點，旨在鼓勵對宗教、靈性和廣告領域的新討論。
This article introduces the special section on Religion, Spirituality, and Advertising. A person’s belief in a religion or their spiritual identity can have a direct influence on the way they live and their attitudes and values. This can also impact an individual’s perception toward an advertiser’s message and images or advertising in general. While studies on the topic of religion and spirituality in the marketing literature are on the rise, there is still a substantive research gap on this topic, particularly on the theoretical and empirical developments pertaining to the influence of religion on various aspects of advertising topics. For this special section, the Call for Papers resulted in 37 submissions, which finally resulted in five articles that present a different focus on the topic and aim to encourage new discourse into the area of religion, spirituality, and advertising.
參考文獻：
WALLER D S, CASIDY R. Religion, Spirituality, and Advertising[J]. Journal of Advertising, 2021, 50(4): 349–353. DOI:10.1080/00913367.2021.1944936.
2、通過靈性和幻想廣告增強消費者的幸福和行為
儘管在廣告中越來越多地使用靈性和幻想，尤其是在新型冠狀病毒大流行期間，但這種趨勢對消費者福祉和消費者行為的影響還是個未知數。為了填補這一空白，本研究整合了關於靈性和幻想的文獻，將靈性幻想廣告的框架及其後續對消費者幸福感和廣告反應影響概念化。與認為廣告會降低消費者幸福感的普遍觀點相反，我們的研究顯示了喚起靈性和幻想的廣告如何增強、為什麼可以增強消費者的實現幸福感和享樂幸福感。我們的研究有助於更細緻地理解當代靈性、幻想和廣告。我們為這個重要但未充分開發的領域制定了豐富的研究議程。我們提議的綜合框架可以指導未來的廣告實踐和研究，特別是對於那些考慮靈性、幻想或消費者福祉等主題的人。
Despite increasing usage of spirituality and fantasy in advertising, especially during the novel coronovirus pandemic, the implications of this trend on consumer well-being and behavior remain unknown. To address this gap, this research conceptualizes a spiritual-fantasy advertising framework and its subsequent effects on consumer well-being and responses to advertising by synthesizing and integrating extant literature on spirituality and fantasy. In contrast to a common view that advertising decreases consumer well-being, we demonstrate how and why advertising evoking spirituality and fantasy can enhance consumers』 eudaimonic and hedonic well-being. Our research contributes to a more nuanced understanding of contemporary spirituality that includes fantasy, as well as advertising. We develop a rich research agenda for this important but underexplored area. The proposed comprehensive framework can guide advertising practice and research going forward, especially for those considering such topics as spirituality, fantasy, or consumer well-being.
參考文獻：
DODDS S, JAUD D A, MELNYK V. Enhancing Consumer Well-Being and Behavior with Spiritual and Fantasy Advertising[J]. Journal of Advertising, 2021, 50(4): 354–371. DOI:10.1080/00913367.2021.1939203.
3、評估宗教圖標和符號對消費者品牌評價的影響: 印度教語境
象徵意義和品牌聯想對消費者購買決定的影響是一個重要的研究領域。在本文中，我們以符號互動論為理論框架，研究平面廣告中宗教標誌的存在對消費者品牌評價（即品牌情感和品牌信任）和購買意願的影響。我們還研究了兩種不同類型的宗教標誌——宗教圖標與宗教符號——對品牌評價和購買意願的比較影響。文章進行了三項實驗研究（N=80、161和452）以調查宗教標誌在世俗產品廣告中的影響，並比較了宗教圖標和宗教符號的影響。發現這兩種宗教標誌都對品牌評價和購買意願產生積極影響。然而，與宗教符號相比，宗教圖標對品牌評價和購買意願具有更高的積極影響。結果還表明，與宗教信仰較少的消費者相比，高宗教信仰的消費者對包含宗教暗示的廣告的反應更積極。本研究討論了廣告、品牌和符號學領域研究的理論貢獻和管理意義，並提出了研究局限性。
The influence of symbolic meanings and brand associations on consumers』 buying decisions is an important area of inquiry. In this article, we use symbolic interactionism as the theoretical framework for investigating the impact of the presence of religious signs in print advertisements on consumers』 brand evaluation (namely, brand affect and brand trust) and purchase intention. We also study the comparative impact of two different types of religious signs—religious icons versus religious symbols—on brand evaluation and purchase intention. Three experimental studies (N = 80,161,and 452) were conducted to investigate the effect of religious signs in advertisements for secular products and to compare the results for religious icons and religious symbols. Both kinds of religious signs were found to positively impact brand evaluation and purchase intention. However, religious icons were found to have a higher positive impact than religious symbols on brand evaluation and purchase intention. The results also indicate that highly religious consumers respond more favorably to advertisements containing religious cues in comparison to less-religious consumers. The theoretical contributions and managerial implications of the studies in the domains of advertising, branding, and semiotics are discussed, and research limitations are also presented.
參考文獻：
AGARWALA R, MISHRA P, SINGH R. Evaluating the Impact of Religious Icons and Symbols on Consumer’s Brand Evaluation: Context of Hindu Religion[J]. Journal of Advertising, 2021, 50(4): 372–390. DOI:10.1080/00913367.2021.1940394.
4、解釋消費者在廣告中對少數族裔和宗教少數群體的反應：以以色列和德國為例
隨著全球地緣政治的變化，營銷人員越來越多地使用以少數族裔和宗教少數群體代言人為特色的廣告。研究人員已經研究了這種做法的影響，其中代言人的種族和宗教協會是相互聯繫的。本研究解開這兩個因素的潛在影響並測試它們的潛在機制。研究1(N=336)表明，代言人對宗教少數群體的歸屬感會對消費者的態度和行為反應產生負面影響。此外，結果表明，社會道德厭惡會調節宗教對消費者的影響。研究2(N=306)支持一個有調節的中介模型，其中宗教和種族身份調節了以少數宗教群體代言人為特色的廣告的間接影響。此外，消費者的族群認同對少數族裔廣告代言人的間接效應的調節作用較弱。結果表明，在評估少數民族和宗教少數代言人時，宗教具有很強的類別優勢。這些發現在理論上有助於我們理解在廣告中突出宗教和少數族裔代言人的不同影響。本研究也討論了理論和管理意義。
With global geopolitical changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers』 ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and tests their underlying mechanism. Study1(N = 336) shows that the endorser’s belongingness to a religious minority group negatively affects attitudinal and behavioral consumer responses. Furthermore, the results indicate that sociomoral disgust mediates the effects of religion on consumer responses. Study 2 (N = 306) supports a moderated mediation model where religious and ethnic identity moderates the indirect effect of ads featuring a religious minority endorser. Additionally, weaker effects for consumers』 ethnic identity moderating the indirect effect of ads featuring ethnic minority endorsers were found. The results indicate a strong category dominance of religion for the evaluation of ethnic and religious minority endorsers. The findings theoretically contribute to our understanding of the diverse effects of featuring religious and ethnic minority endorsers in advertisements. Theoretical and managerial implications are discussed.
參考文獻：
RÖSSNER A, GVILI Y, EISEND M. Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany[J]. Journal of Advertising, 2021, 50(4): 391–407. DOI:10.1080/00913367.2021.1939201.
5、促進信仰：研究大型教會在社交媒體上以受眾為中心的廣告策略
大型教會以精明地使用數字媒體而聞名，但大家對他們的廣告策略或哪些策略會引起參與知之甚少。通過評估大型教會在社交媒體上的宣傳內容，本研究利用禱告活動來檢驗以受眾為中心的參與策略：上帝-會眾、教會-會眾和會眾內部。對來自五個國家的15個大型教會的Facebook和Instagram帖子的定量內容分析顯示，大型教會最常使用上帝-會眾和教會-會眾參與策略的組合，以及單一的教會-會眾參與策略。然而，與所有其他策略相比，使用上帝-會眾參與策略時受眾會更多地參與。參與策略的使用和帖子的參與度因地理位置和文化差異而異，這表明從追隨者那裡獲得參與可能與文化有關。本研究認為，希望增加在線參與度的廣告商應將精力集中在包括對象-受眾參與策略在內的有說服力的信息上。這項研究通過提出參與度取決於所採用的參與策略以及特定地區的品牌和社區規範，推進了關於參與度的廣告理論。
Megachurches have a reputation for savvy use of digital media; however, little is known about their advertising strategy or which strategies elicit engagement. By assessing megachurches』 promotional content on social media, this study draws on the devotional campaign framework to examine audience-centric engagement strategies: God–Congregant, Church–Congregant, and Intra-Congregational. The quantitative content analysis of Facebook and Instagram posts from 15 megachurches in five countries revealed that megachurches used the combination God–Congregant & Church–Congregant engagement strategies, as well as the singular Church–Congregant engagement strategy, the most often. Yet, audiences engaged significantly more with posts using the God–Congregant engagement strategy when compared to all other strategies. The use of engagement strategies and engagement received on posts varied according to geographical location and cultural differences, suggesting there may be a cultural aspect to what earns engagement from followers. Advertisers looking to increase online engagement should focus their efforts on persuasive messages that include the object-audience engagement strategy. This study advances advertising theory on engagement by suggesting that engagement is contingent upon the engagement strategy utilized as well as the specific region’s norms around the brand and community.
參考文獻：
MOREHOUSE J, SAFFER A J. Promoting the Faith: Examining Megachurches』 Audience-Centric Advertising Strategies on Social Media[J]. Journal of Advertising, 2021, 50(4): 408–422. DOI:10.1080/00913367.2021.1939202.
6、神的缺點？帶有明顯宗教色彩的廣告對宗教大學的聲譽損害
本研究探討了宗教大學公然使用宗教廣告是否會影響其學術聲譽。作者提出個人的假設：進行更多（相對於更少）公開宗教廣告的大學會將其機構資源的更大比例用於宗教教育。此外，他們假設個體分配資源時會存在零和思維，個體會認為大學為宗教教育提供更多資源意味著其他學術課程和學科的可用資源更少。因此，雖然公開的宗教廣告可以增強個體對與宗教密切相關的課程和學科（例如神學、神學）的評估，但它可能會對其他領域（例如科學、工程、商業、經濟學）的課程和學科的評估產生不利影響。最後，作者認為個體的零和思維有可能對宗教大學的科學課程和學科造成最大的聲譽損害，因為許多人——甚至那些認為自己是宗教信仰的人——認為宗教和科學是對立的。這種理論得到了六個實驗的實證支持，超過2400名參與者參與了實驗。
The present research explores whether the use of overtly religious advertising by a sectarian university affects its academic reputation. The authors propose that individuals assume universities that engage in more (vs. less) overt religious advertising devote a greater proportion of their institutional resources toward religious education. Further, they posit that individuals exhibit zero-sum thinking about resource allocation whereby they believe that a university’s provision of greater resources toward religion education implies the availability of fewer resources for other academic programs and disciplines. As such, whereas overtly religious advertising can bolster individuals』 evaluations of programs and disciplines closely related to religion (e.g., divinity, theology), it can adversely affect evaluations of programs and disciplines in other areas (e.g., science, engineering, business, economics). Finally, the authors suggest that individuals』 zero-sum thinking has the potential to create the most reputational harm for a religious university’s scientific programs and disciplines due to the presumption of many individuals—even those who consider themselves religious—that religion and science are antithetical. This theorizing is empirically supported by six experiments with over 2,400 participants.
參考文獻：
ISAAC M S, OBERMILLER C, WANG R J-H. The Downside of Divinity? Reputational Harm to Sectarian Universities from Overtly Religious Advertising[J]. Journal of Advertising, 2021, 50(4): 423–440. DOI:10.1080/00913367.2021.1940395.
7、容忍或以眼還眼：探索社交媒體上品牌與品牌的對話
品牌通過社交媒體對其競爭對手進行諷刺甚至粗魯評論的現象是一種相對新奇且未探討的行為，這方面的研究很少。消費者如何看待幽默在品牌對品牌對話中的使用可能對公司具有重要的管理意義，並對現有理論有著重要的理論意義。因此，為了了解兩個品牌在社交媒體上相互接觸的動態關係，我們探索了兩種不同類型的幽默評論（低攻擊性和高攻擊性），以及所採用的幽默類型如何影響消費者對發起對話的品牌和進行回應的品牌的看法。有趣的是，我們發現對於選擇在社交媒體上與其他品牌互動的品牌來說，最安全的策略是避免任何一種幽默，從而避免對操縱意圖的感知。然而，對於選擇回應其他品牌的品牌，所採用的幽默類型可能因發起品牌評論的語氣而異。
The phenomenon of brands making sarcastic and sometimes rude comments regarding their competitors via social media is a relatively novel and unexplored behavior, and research in this area is scarce. How consumers perceive the use of humor in brand-to-brand dialogue may have meaningful managerial implications for companies and important theoretical implications for existing theory. Thus, to understand the dyadic relationship between two brands who engage with each other on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers』 perceptions of both the brand initiating the dialogue and the brand that responds. Interestingly, we find that the safest strategy for brands that elect to interact with other brands on social media is to refrain from either type of humor, thus avoiding perceptions of manipulative intent. However, for brands that elect to respond to other brands, the type of humor employed can vary based on the tone of the initiating brand’s comment.
參考文獻：
THOMAS V L, FOWLER K. Turn the Other Cheek or an Eye for an Eye: Exploring Brand-to-Brand Dialogue on Social Media[J]. Journal of Advertising, 2021, 50(4): 441–460. DOI:10.1080/00913367.2020.1867262.
8、融入還是突出?媒體多任務環境下在線橫幅有效性的眼動追蹤研究
在線廣告橫幅經常會出現「橫幅盲目症」，即人們會避免看到這些橫幅廣告。我們研究了「看電視時上網」這種媒體多任務處理模式是否會影響人們對網絡廣告的響應。實驗研究了人們對主題與網站內容相適應的在線橫幅廣告（即橫幅一致性）和動畫的橫幅廣告（即橫幅動畫）的反應是否存在差異，以及媒體任務之間的相關性（廣告內容是否與電視節目和網站是相關的）是否會產生影響。因變量是個人的認知（對橫幅的視覺注意力，通過眼動追蹤技術測量）和態度（在線橫幅刺激）的廣告反應。結果表明，在具有高相關性的媒體多任務處理期間，不一致（相對於一致）的廣告橫幅獲得了更高的視覺注意力。當任務相關性較低時，不一致和一致的廣告之間則沒有這種差別。而這種任務相關性和一致性的雙向交互效應對在線橫幅刺激不顯著。此外，在線橫幅刺激作為因變量時，任務相關性、橫幅一致性和橫幅動畫存在顯著三向交互效應，但在視覺注意力作為因變量時，這種交互關係不存在。具體而言，在具有高相關性的媒體多任務處理模式下，一致的動畫橫幅的橫幅刺激水平最低。
Online advertising banners are often subject to banner blindness, meaning that people avoid looking at them. The current study examines whether web surfing while watching television, a form of media multitasking, influences how people respond to online ad banners. The experimental study examines whether people respond differently to an online ad banner which thematically fits with the website content (i.e., banner congruity) and which is animated (i.e., banner animation), taking into account the relevance between media tasks (whether the content of the television program and the website are related). Individuals』 cognitive (visual attention paid to the banner, measured by eye-tracking technology) and attitudinal (online banner irritation) advertising responses are measured as dependent variables. The results indicate that during media multitasking with high task relevance, higher visual attention was obtained for an incongruent (versus congruent) ad banner. When task relevance was low, no such differences were found. This two-way interaction effect was not significant for banner irritation. Further, a significant three-way interaction with task relevance, banner congruity, and banner animation was found on banner irritation but not on visual attention. Concretely, the lowest levels of banner irritation were obtained for a congruent, animated banner in a media multitasking context with high task relevance.
參考文獻：
BEUCKELS E, HUDDERS L, CAUBERGHE V, etc. To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context[J]. Journal of Advertising, 2021, 50(4): 461–478. DOI:10.1080/00913367.2020.1870053.
9、自我損耗與慈善支持：自我利益訴求和他人利益慈善呼籲的調節作用
本研究調查了自我損耗（一種自我調節資源減少的狀態）與不同類型的慈善信息訴求對後續慈善支持的交互作用。三個實驗比較了已消耗（與未消耗）個體的時間捐贈意圖和實際金錢捐贈，這些人要麼已經接觸到自己會獲得收益的信息，要麼被強調自己會獲得收益，或接收到受益人福利的其他信息。結果表明，當人們精疲力竭時，自我利益信息比其他利益信息在產生慈善支持方面更有效。當人們沒有枯竭時，就會觀察到相反的模式。窮困潦倒的人的慷慨似乎是自私的。作為一種處理機制，我們表明耗竭的個人認為自我利益信息比其他利益信息更有吸引力。這項研究表明，由於損耗在一天中自然發生，慈善機構可以通過在早上宣傳其他好處信息，然後在晚上宣傳自我受益信息來最大限度地增加捐款。
This research investigates the interaction between ego depletion (a state of reduced self-regulatory resources) and different types of charitable message appeals upon subsequent charitable support. Three experiments compare the time donation intent and actual monetary donations of depleted (vs. non-depleted) individuals who have been exposed to either a self-benefit message, highlighting the gains to be accrued to donors themselves, or an other-benefit message which focuses on the welfare of beneficiaries. The results show that when people are depleted, self-benefit messages are more effective than other-benefit messages in generating charitable support. When people are not depleted, the opposite pattern is observed. It appears that generosity among depleted people is self-seeking. As a processing mechanism, we show that depleted individuals perceive self-benefit messages as more appealing than the other-benefit messages. This research demonstrates that charities can maximize donations by advertising other-benefit messages in the morning and then self-benefit messages in the evening, given that depletion occurs naturally over the course of the day.
參考文獻：
JIN H S, KIM H J, SUH J, etc. Ego Depletion and Charitable Support: The Moderating Role of Self-Benefit and Other-Benefit Charitable Appeals[J]. Journal of Advertising, 2021, 50(4): 479–493. DOI:10.1080/00913367.2021.1887012.
10、衡量獨特性和一致性在開發有效廣告方面的作用
此前對廣告中創造力和執行因素有效性的研究集中在與之前的競爭性廣告的獨特性與一致性的比較上。相對而言，對這些變量的具體影響及其相互之間的關係知之甚少，而且現有的一致性和獨特性衡量標準很少超出主觀評級尺度。在本研究中，我們開發了衡量廣告獨特性和一致性的新方法。我們使用10年超級碗廣告的數據以及有關廣告品牌的口碑傳播（buzz）的面板數據來證明這種方法的有效性。我們的研究結果表明，關鍵不在於某一特定元素的存在，而在於該元素及其組合物是否獨特和一致。如果廣告與之前所有品牌的廣告不同，但又與之前同一品牌的廣告保持一致，則廣告可能會更有效。
Prior research on creativity and the effectiveness of executional factors in advertising has focused on the impact of uniqueness and consistency in comparison to prior and competitive advertising. Relatively little is known about the specific impact of these variables and their relationship to each other, and few existing measures of consistency and uniqueness extend beyond subjective rating scales. In this research, we develop new measures of advertising uniqueness and consistency. We use data from 10 years of Super Bowl advertisements along with panel data on word-of-mouth communication for the advertised brands (buzz) to demonstrate the validity of this methodology. Our findings suggest it is not the presence of any particular element but whether the element and what it is combined with are unique and consistent. Advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.
參考文獻：
MAFAEL A, RAITHEL S, TAYLOR C R, etc. Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising[J]. Journal of Advertising, 2021, 50(4): 494–504. DOI:10.1080/00913367.2021.1883488.
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