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Research

Research topics of the Center revolve around a wide variety of issues related to marketing and market communications and consumer behavior such as creativity in advertising, humor in advertising, communication in social media, culture, diversity, and ethics in market communications and consumer behavior, or societal effects of market communications.


Beyond Nostalgia: Why Are Socialist Brands Successful Again? 
Paper by Katja Brunk, Markus Giesler and Benjamin J. Hartmann forthcoming in the Journal of Consumer Research

 

Recent Awards

March 2017: Martin Eisend and Farid Tarrahi received the Journal of Advertising Best Paper Award 2016 for their paper “The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes”

March 2016: Susanne Schmidt and Martin Eisend received the Journal of Advertising Best Paper Award 2015 for their paper “Advertising Repetition – A Meta-Analysis on Effective Frequency in Advertising”

 

Recent Research Grants

November 2016: The German Research Foundations has provided a grant of ca. 120.000 EUR for a research project entitled “Sexual Orientation and Consumer Behavior: A Meta-Analysis”.

March 2016: The German Research Foundations has provided a grant of ca. 150.000 EUR for a research project entitled “A Meta-Analysis of Persuasion Knowledge Effects”.

 

Selected Journal Publications

For a full list of publication, please refer to the CV of the team members.

  • Ang, Lawrence & Martin Eisend, Single versus Multiple Measurement of Attitudes: An Analysis of 189 Advertising Studies, Journal of Advertising Research (forthcoming)
  • De Meulenaer, Sarah, Nathalie Dens, Patrick de Pelsmacker & Martin Eisend, How Consumers' Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising, International Journal of Advertising (forthcoming)
  • Eisend, Martin, Explaining the Use and Effects of Humor in Advertising: An Evolutionary Perspective, International Journal of Advertising (forthcoming)
  • Eisend, Martin, Morality Effects and Consumer Responses to Counterfeit and Pirated Products: A Meta-Analysis, Journal of Business Ethics (forthcoming) 
  • Eisend, Martin, Patrick Hartmann, & Vanessa Apaolaza, Who Buys Counterfeit Luxury Brands? A Cross-Cultural Meta-Analytic Synthesis, Journal of International Marketing (forthcoming)
  • Eisend, Martin (2017), International and Methodological Diversity in Advertising Research, International Journal of Advertising, 36 (5), 659-662.
  • Eisend, Martin (2017), International Diversity of Authorship in Advertising Research, International Journal of Advertising, 36 (1), 3-10.
  • Eisend, Martin (2017), Meta-Analysis in Advertising Research, Journal of Advertising, 46 (1), 21-35.
  • Eisend, Martin (2017), The Third-Person Effect in Advertising: A Meta-Analysis, Journal of Advertising, 46 (3), 377-394.
  • Hartmann, Patrick, Martin Eisend, Vanessa Apaolaza, Clare D’Souza (2017), Warm Glow vs. Altruistic Values: How Important Is Intrinsic Emotional Reward in Green Consumer Behavior? Journal of Environmental Psychology, 52, 43-55.
  • Rößner, Anna, Maren Kämmerer & Martin Eisend (2017), Effects of Ethnic Advertising on Consumers of Minority and Majority Groups: The Moderating Effect of Humor, International Journal of Advertising, 36 (1), 190-205.
  • Eisend, Martin (2016), Comment: Advertising, Communication, and Brands, Journal of Advertising, 45 (3), 353-355.
  • Eisend, Martin, George Franke & James H. Leigh (2016), Re-Inquiries in Advertising Research, Journal of Advertising, 45 (1), 1-3.
  • Eisend, Martin & Farid Tarrahi (2016), The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes, Journal of Advertising, 45 (4), 519-531.
  • Hartmann, Patrick, Vanessa Apaolazza & Martin Eisend (2016), Nature Imagery in Non-Green Advertising: The Effects of Emotion, Autobiographical Memory, and Consumer’s Green Traits, Journal of Advertising, 45 (4), 427-440.
  • Küster, Franziska & Martin Eisend (2016), Time Heals Many Wounds – Explaining Immediate and Delayed Attitude Effects of Message Sidedness, International Journal of Advertising, 35 (4), 664-681.
  • Eisend, Martin (2015), Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research, Journal of Marketing, 79 (May), 23-40.
  • Eisend, Martin (2015), Persuasion Knowledge and Third-Person Perceptions in Advertising: The Moderating Effect of Regulatory Competence, International Journal of Advertising, 34 (1), 54-69.
  • Purnawirawan, Nathalia, Martin Eisend, Patrick De Pelsmacker & Nathalie Dens (2015), A Meta-Analytic Investigation of the Role of Valence in Online Reviews, Journal of Interactive Marketing, 31 (August), 17-27.
  • Schmidt, Susanne & Martin Eisend (2015), Advertising Repetition – A Meta-Analysis on Effective Frequency in Advertising, Journal of Advertising, 44 (4), 415-428.
  • Eisend, Martin, Julia Plagemann & Julia Sollwedel (2014), Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-Humorous Advertising and Its Consequences for Advertising Effectiveness, Journal of Advertising, 43 (3), 256-273.
  • Eisend, Martin (2013), The Moderating Influence of Involvement on Two-Sided Advertising Effects, Psychology & Marketing, 30 (7), 556-575.
  • Eisend, Martin & Nicola Stokburger-Sauer (2013), Brand Personality: A Meta-Analytic Review of Antecedents and Consequences, Marketing Letters, 24 (3), 205-216.
  • Eisend, Martin & Nicola Stokburger-Sauer (2013), Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to Be Learned from Human Personality Research, Psychology & Marketing, 30 (11), 950-958.
  • Jäger, Tilmann & Martin Eisend (2013), Effects of Fear Arousing and Humorous Appeals in Social Marketing: The Moderating Role of Prior Attitude towards the Advertised Behavior, Journal of Current Issues and Research in Advertising, 34 (1), 125-134.
  • Eisend, Martin (2011), How Humor in Advertising Works: A Meta-Analytic Test of Alternative Models, Marketing Letters, 22 (2), 115-132.
  • Eisend, Martin & Franziska Küster (2011) The Effectiveness of Publicity Versus Advertising: A Meta-Analytic Investigation of Its Moderators, Journal of the Academy of Marketing Science, 39 (6), 906-921.
  • Knoll, Silke, Martin Eisend & Josefine Steinhagen (2011), Gender Roles in Advertising: A Comparison of Gender Stereotyping on Public and Private TV Channels in Germany, International Journal of Advertising, 30 (5), 867-888. 
  • Eisend, Martin (2010), A Meta-Analysis of Gender Roles in Advertising, Journal of the Academy of Marketing Science, 38 (4), 418-440.
  • Eisend, Martin (2010), Explaining the Joint Effect of Source Credibility and Negativity of Information in Two-Sided Messages, Psychology & Marketing, 27 (11), 1032-1049.
  • Eisend Martin & Tobias Langner (2010), Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Competence Fit, International Journal of Advertising, 29 (4), 527-546.
  • Möller, Jana & Martin Eisend (2010), A Global Investigation Into the Cultural and Individual Antecedents of Banner Advertising Effectiveness, Journal of International Marketing, 18 (2), 80-98.
  • Eisend, Martin (2009), A Meta-Analysis of Humor in Advertising, Journal of the Academy of Marketing Science, 37 (2), 191-203.
  • Eisend, Martin (2009), A Cross-Cultural Generalizability Study of Consumers’ Acceptance of Product Placements in Movies, Journal of Current Issues and Research in Advertising, 31 (1), 15-25.
  • Eisend, Martin (2008), Explaining the Impact of Scarcity Claims in Advertising: The Mediating Role of Perceptions of Susceptibility, Journal of Advertising, 37 (3), 33-40. 
  • Eisend, Martin (2007), Understanding Two-Sided Persuasion: An Empirical Assessment of Theoretical Approaches, Psychology & Marketing, 24 (7), 615-640.
  • Eisend, Martin & Jana Möller (2007), The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior, Marketing Letters, 18 (1-2), 101-116.
  • Eisend, Martin (2006), Two-Sided Advertising: A Meta-Analysis, International Journal of Research in Marketing, 23 (2), 187-198.