Can advertising to couples unlock more powerful effects than targeting individuals alone? In this episode, Dr. Yueyue Zhang and Dr. Furong Wang (Xiamen University) discuss their Journal of Advertising Research article, “Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Joint Decision-Making Effects in Advertising.”

The authors reveal how shared exposure to an ad by couples enhances persuasion - not just by doubling reach, but by triggering richer interpersonal communication and joint decision-making processes. They explain why these "dyadic effects" matter for brands targeting products that couples tend to buy together, and why advertisers should think differently about media planning and message design for shared audiences. Yueyue and Furong also talk about how their findings can be extended to other close relationships, and what advertisers need to consider when trying to amplify purchase intent through shared experiences.

Read the full paper here:

https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464290

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Is the metaverse really the next big thing in advertising—or just another overhyped tech trend? In this episode, Dr. Amy Yau (Cardiff University) and Will Zhang (University of Edinburgh) talk about their Journal of Advertising Researcharticle, “What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and ‘Disaffordances’ Through the Eyes of Advertisers.”

The conversation explores how advertisers perceive both the promise and the pitfalls of metaverse platforms. Drawing on in-depth interviews with 48 advertising professionals across 13 countries, the authors reveal the affordances—like immersive brand experiences and symbolic signals of innovation—as well as the disaffordances, such as poor interoperability, low consumer adoption, and unclear ROI. Amy and Will share why some brands are diving in, why others are staying out, and what needs to change before widespread adoption becomes a reality. They also talk about the power dynamics between junior and senior advertisers, consumer readiness, and how metaverse hype stacks up against the practical challenges brands face.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-020?needAccess=true

Listen to the podcast here:
https://www.buzzsprout.com/2250188

And watch this and more content on our YouTube page:
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Do sad stories lead to more donations—and does it matter who’s asking? In this episode, Dr. Shirley Y. Y. Cheng (University of the Fraser Valley) discusses her Journal of Advertising Research article, “Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations,” co-authored with Dr. Connie Li and Dr. Gerard P. Prendergast.

Drawing on two experiments, the authors examine how the intensity of negative emotion in fundraising appeals interacts with organizational stereotypes. The podcast dives into the study's key insight: nonprofit organizations benefit from emotionally charged messaging, while for-profit organizations can suffer backlash when using the same tactics. Dr. Cheng shares why emotional congruence and processing fluency matter—and what this means for brands pursuing cause-related marketing and corporate philanthropy. Listeners will also hear how the team designed their experiments, what surprised them, and how these findings can help marketers more effectively craft persuasive appeals.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464288

Listen to the podcast here:
https://www.buzzsprout.com/2250188

And watch this and more content on our YouTube page:
https://www.youtube.com/@journalofadvertisingresearch

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