The European Advertising Academy chose an historical place for this year's ICORIA (International Conference on Research in Advertising): From June 21 - 23, academics met in Valencia, Spain to exchange on how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. More than 150 papers on various topics related to advertising and communication were presented.
Actual and former DCR members set off to participate. Martin Eisend chaired the session "Advertising Effectiveness I" and took part in several presentations as:
- Martin Eisend, Farid Tarrahi, Eva Van Reijmersdal and Sophie Boerman: What are the effects of disclosing sponsored content? A meta-analysis.
- Anna Rößner, Erik Hermann and Martin Eisend: Effects of ethnic minority vs. majority endorsers in advertising: The moderating influence
of ethnic diversity in society.
- Malgorzata Karpinska-Krakowiak and Martin Eisend: Real or Fake? The Effects of Real versus Fictitious Brands on Consumer Responses to
Humor in Advertising Experiments.
- Claire Segijn and Martin Eisend: A Meta-analysis into Multiscreening and Advertising Effectiveness
DCR fellow Lachezar Ivanov took part in a doctoral colloquium that provided practical insights on how to develop a stream of research, how to satisfy reviewers, and how to handle p-values. He was, together with Martin Eisend and Thomás Bayón, invited to present a joint research project in a session on the theme of humor and gender in advertising - a project which tackles the topic from the perspective of evolutionary psychology. The presentation was very well received from both reviewers and audience.