JAR Inside the Research Podcast

Journal of Advertising Research

Advertising

Consumer Behavior

Marketing Strategies

Advertising Research

Advertising Effectiveness

Consumer Perception

Fundraising

Negative Emotions

Emotional Appeals

Generative AI

Ai-Generated Advertisements

Personalization

Ai-Generated Ads

Luxury Brands

Authenticity In Advertising

Consumer Attitudes

Privacy Concerns

Donation Intentions

Corporate Social Responsibility

Creativity

This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.

Publishes	Weekly	Episodes	43	Founded	4 months ago
Number of Listeners		Categories	MarketingBusiness

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Latest Episodes

JAR Podcast: How Persuasive Is Personalized Advertising?

In this episode, Vincent Huang (Hong Kong Baptist University) sits down with Dominic Yeo (Hong Kong Baptist University) to discuss Dominic's Journal of Advertising Research article, "How Persuasive Is Personalized Advertising? A Meta-Analytic Review ... more

25 Apr 2026 • 16 min

YouTube

The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?

In this episode, Andrea Godfrey Flynn (University of San Diego) joins me to discuss her Journal of Advertising Research article, "The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents... more

26 Mar 2026 • 20 min

YouTube

Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers

In this episode, Laura Lavertu (Grenoble Ecole de Management) joins me to discuss her Journal of Advertising Research article, “Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers... more

19 Mar 2026 • 15 min

Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

In this episode, Tyler Milfeld (Villanova University) joins me, along with Courtney B. Peters (Samford University) and Jennifer H. Tatara (DePaul University), to discuss their Journal of Advertising Research article, “Fueling or Suppressing Brand Act... more

12 Mar 2026 • 15 min

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Recent Guests

Tyler Milfeld

Researcher/author on brand activism backlash

Episode: Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

Courtney B. Peters

Researcher/author on brand activism backlash

Episode: Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

Jennifer H.

Researcher/author on brand activism backlash

Jennifer H. (JH)

Episode: Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

Heesoo Kim

Co-author of the article on unfamiliar cues in advertising and multitasking audiences

Episode: Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough

Shuyu Lei

PhD candidate at Nankai University

Nankai University

Episode: How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses

Wei-Fen Chen

Author representing her research team on cultural capital in advertising

Co-authors: Xue Wang, Chenyang Shao

Episode: Do cultural cues make expensive products feel more appealing?

Luke Nowlan

Researcher from Ipsis

Ipsis

Episode: How Life Transitions Shape Response to Ad Repetition

Ben Borenstein

Assistant Professor at Villanova University

Villanova University

Episode: How Life Transitions Shape Response to Ad Repetition

Mi Hyun Lee

Co-author and researcher from Northwestern University

Northwestern University

Episode: Why Do Viewers Sometimes Watch Skippable Ads?

Hosts

Colin Tatara

Host of the show.

Colleen

Host of the JAR Inside the Research Podcast.

Chart Rankings

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Apple Podcasts

#166

Chile/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

Q: What are the practical implications for managers when facing backlash to a social issue campaign?

Avoid rushing to retract; instead carefully consider whether to reaffirm, do nothing, or provide a basic-need justification if retreat is necessary, always keeping consistency and credibility with high-issue supporters.

Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

Q: Could you give us a quick overview of what you investigated and how you approached the study?

We examined how brands respond to backlash after taking a stance, highlighting that retractions backfire while strategies like doing nothing or reaffirming can minimize perceptions of hypocrisy and preserve credibility.

Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough

Q: What are the practical implications for advertisers who want to employ this technique in real campaigns?

Advertisers should use unfamiliar cues to spark curiosity, allow audiences to engage across multiple devices, and consider the interplay between message complexity and ad recall, especially in formats where messages are delivered in breaks or with multiple ads.

Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough

Q: Does our article really handle multitasking in the advertising context, and are there particular advertiser types where this is more appropriate?

The guest explains that the findings are especially relevant for advertisers in environments with high physical distraction and emphasizes tailoring messages to cognitive motivation, suggesting practitioners think about context and device usage when applying the approach.

What Drives Advertisers Toward or Away From Immersive Virtual Spaces?

Q: What are the key takeaways for advertisers?

The research offers a roadmap for advertisers to assess whether the metaverse is a good fit for their brand and to weigh the disaffordances against potential benefits before investing.

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Frequently Asked Questions About JAR Inside the Research Podcast

What is JAR Inside the Research Podcast about and what kind of topics does it cover?

This show centers on advertising and marketing research, translating academic studies into practical guidance for practitioners. Across recent episodes, listeners hear researchers explain how brands should handle backlash to social or political stances, leverage unfamiliar cues to engage multitasking audiences, optimize music tempo and regulatory focus in ads, and use cultural capital to justify higher prices. Other conversations explore how AI, including generative and AI-assisted creative processes, affects authenticity, efficiency, and ethics in campaigns, as well as how viewers respond to ad congruence, personalization, and AI-generated content. The host duo often bring in researchers and industry voices to discuss methodologies, real-w... more

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JAR Inside the Research Podcast launched 4 months ago and published 43 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on JAR Inside the Research Podcast?

Recent guests on JAR Inside the Research Podcast include:

1. Tyler Milfeld
2. Courtney B. Peters
3. Jennifer H.
4. Heesoo Kim
5. Shuyu Lei
6. Wei-Fen Chen
7. Luke Nowlan
8. Ben Borenstein

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