Download this Paper Open PDF in Browser

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

45 Pages Posted: 25 Oct 2012 Last revised: 26 Sep 2013

Benjamin Lawrence

Boston University - Questrom School of Business

Susan Fournier

Boston University

Frederic F. Brunel

Boston University

Date Written: October 18, 2012

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.

Keywords: Advertising, Consumer-generated advertising, Consumer engagement

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: https://ssrn.com/abstract=2166657 or http://dx.doi.org/10.2139/ssrn.2166657

Benjamin Lawrence (Contact Author)

Boston University - Questrom School of Business ( 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

Paper statistics

Downloads
367
Rank
66,515
Abstract Views
1,315