Consuming the Consumer-Generated Ad

Frederic Brunel, Boston University
Susan Fournier, Boston University
Benjamin Lawrence, Boston University
Courtney Guzman, Eliza Papavasileiou, Boston University, Boston University
We investigate viewer reactions to consumer-generated advertising (CGA). Experimental results show that CGAs were more persuasive than company ads, with viewers being more involved and processing more message claims. Consistent results for social networking around the ad and behavioral intentions were also found. Analysis of the discourse surrounding CGAs revealed the professional skills of CGA creators versus their perceived authenticity as consumers as a key determinant of viewer reactions. Responses to “crowd-sourced” CGAs mirrored typical company ad responses in their focus on entertainment value, whereas responses to “authentic” CGAs were driven by viewer conversations creating a multi-faceted involvement experience.
[ to cite ]:
Frederic Brunel, Susan Fournier, Benjamin Lawrence, and Courtney Guzman, Eliza Papavasileiou (2008) ,"Consuming the Consumer-Generated Ad", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 209-212.