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http://ssrn.com/abstract=2166657
 
 

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When Companies Don't Make the Ad: A Multi-­Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising


Benjamin Lawrence


Boston University - School of Management

Susan Fournier


Boston University

Frederic F. Brunel


Boston University

October 18, 2012

Journal of Advertising, Forthcoming
Boston U. School of Management Research Paper No. 2012-29

Abstract:     
This four-part multi-method investigation into the under-researched yet increasingly prevalent phenomenon of consumer-generated advertising (CGA) confirms a performance advantage over traditional advertising and suggests a rationale for this differential. CGAs benefit from heightened consumer engagement and increased trustworthiness. CGAs also garner perceived quality advantages that are linked to consumers lowering their expectations and using different evaluation criteria to judge the ad. The ad creator - a personalized, identifiable and relatable entity in the case of CGAs - plays a central role in anchoring and shaping ad reactions. The “consumer-made” characteristic - the fact that CGAs are not made by companies but by independent people - is powerful and stands strong in the face of commercial motives, and presents paradigmatic implications for advertising practice and research.

Number of Pages in PDF File: 45

Keywords: Advertising, Consumer-generated advertising, Consumer engagement

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Date posted: October 25, 2012 ; Last revised: September 26, 2013

Suggested Citation

Lawrence, Benjamin and Fournier, Susan and Brunel, Frederic F., When Companies Don't Make the Ad: A Multi-­Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising (October 18, 2012). Journal of Advertising, Forthcoming; Boston U. School of Management Research Paper No. 2012-29. Available at SSRN: http://ssrn.com/abstract=2166657 or http://dx.doi.org/10.2139/ssrn.2166657

Contact Information

Benjamin Lawrence (Contact Author)
Boston University - School of Management ( email )
595 Commonwealth Avenue
Boston, MA MA 02215
United States
Susan Fournier
Boston University ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 2773 (Phone)
Frederic F. Brunel
Boston University ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 4609 (Phone)
617 353 4098 (Fax)
HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BrunelFrederic.html
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