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Welcome to the 2021 AAA Virtual Annual Conference Program!
Be sure to bookmark this page, download the app, sign up to create your own schedule, and personalize your profile!
This is the
official schedule
of the online virtual conference.
All times are in EASTERN DAYLIGHT TIME or UTC-4.
Instructions on how to access the live presentations will be emailed to all paid registered attendees prior to the start of the conference.
If you find any errors, please email
olivia@amcsource.com
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Thursday
, March 18
Palm Room
9:00am •
From Celebrity Endorsements to Influencer Marketing: Current Topics and Research Opportunities
1:00pm •
Your Successful Career: Doctoral Student and Junior Professor Symposium
Friday
, March 19
Daytona Room
10:00am •
1.2 Privacy & Ethical Issues
10:00am •
1.2a The Perils of Prescription Drug Ads: Examining the Issue of Misinformation and Deceptive Advertising on Social Media through FDA Warning Letters
10:00am •
1.2b Search Engine and Advertising Ethics in China: A Textual Analysis of Consumer-misleading Advertisings in Baidu Search Engine
10:00am •
1.2c Chatbot Advertising as a Double-Edged Sword: The Roles of Regulatory Focus, Ad Personalization, and Privacy Concern
10:00am •
1.2d How Moral Failure Leverages Online Ethical Behaviors
11:45am •
2.2 Understanding the Influence of Creative Elements
11:45am •
2.2a How Kawai-Style Illustrations Dampen the Aversive Effects of Disgusting Objects in Advertising
11:45am •
2.2b ASMR in Advertising and Its Effects: The Moderating Role of Product Involvement and Brand Familiarity
11:45am •
2.2c Visual or Textual Superiority Effect? Investigating the Effect of Presentation Format and Individual Processing Propensity on Mental Imagery of Online Product Information
11:45am •
2.2d How Anthropomorphic Naming Increases Purchase Intentions for Irregular Produce
2:45pm •
3.2 Cause Related and CSR Appeal Effectiveness
2:45pm •
3.2a The Effect of Psychological Distances and Message Fatigue on E-smoking Cessation PSAs in the Psychological Reactance Perspective
2:45pm •
3.2b "We Are All in This Together": Brand Opportunism in COVID-19 Cause Related Marketing and the Moderating Role of Consumer Skepticism
2:45pm •
3.2c Advocating Corporate Social Responsibility in These Uncertain Times of COVID-19? The Moderating Effect of Threat Persuasion in CSR Advertising
2:45pm •
3.2d The Mediating Roles of Self-Efficacy and Response Efficacy in the Relationship Between Message framing and Coping Strategy
4:30pm •
4.2 Ad Agency Philosophy, Diversity and Creativity
4:30pm •
4.2a Political Ideology: The Lurking Bias Challenging Ethnic Diversity in the Advertising Workforce
4:30pm •
4.2b Examining Gender Diversity in Advertising: A Textual Analysis of Award-Winning Agency Websites
4:30pm •
4.2c An Analysis of Agency Philosophies and Their Impact on Agency Performance
4:30pm •
4.2d Margaret Fishback Takes a Walk Through the Creative Revolution: A Look at the Real-Life Lillian Boxfish and Her Extraordinary Copywriting Career
Lunch - Siesta Room
1:15pm •
Lunch - Meet the Editors
Palm Room
10:00am •
1.1 YouTube as a Media Channel
10:00am •
1.1a Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube
10:00am •
1.1b "Overpriced Junk": The Overwhelming Impact of Negative User-Generated Comments on the Effectiveness of Influencer Marketing on YouTube
10:00am •
1.1c Compete or Complement? How YouTube Recommendation Algorithm Shapes Influencer Marketing Environment
10:00am •
1.1d "I am Watching This Ad So You Can Make More Money That You Deserve!": Voluntary Ad-Viewing on YouTube
11:45am •
2.1 Influencer Marketing Frameworks and Considerations
11:45am •
2.1a Consumer Decision-Making Process in Influencer Commerce: A Grounded Theory
11:45am •
2.1b The Mechanism Behind the Impact of Influencer Marketing: The Moderating Role of Perceived Influencer Marketing Value
11:45am •
2.1c The Effects of Thinking Styles on Evaluations of Products Endorsed by Social Media Influencers
11:45am •
2.1d Time Heals All Wounds: How Discounting Cues and Multiple Exposures Impact the Effectiveness of Influencer Advertising Over Time
2:45pm •
3.1 Alternative Approaches to Ad Measurement
2:45pm •
3.1a The effects of commercial breaks on ad and program memory: A neurophysiological study
2:45pm •
3.1b Exploring out-of-home advertising effectiveness through facial recognition systems
2:45pm •
3.1c A computational approach to Facebook advertising: Measuring media effectiveness by platform, device, and placement
2:45pm •
3.1d Can We Turn Advertising into Experiences? College-Aged Young Consumers' Perception of Autonomous Sensory Meridian Response (ASMR) Advertising
4:30pm •
4.1 Understanding Message Appeals
4:30pm •
4.1a What's in a viral ad? An analysis of viral advertising through the elaboration likelihood model
4:30pm •
4.1b Effects and Presence of Sexual Appeals in Social Media: Interplay of Emotion Regulation, Sexual Self-Schema, and Cultural Difference
4:30pm •
4.1c The Effects of Message Order in Charity Advertising on Emotions and Donation Intention: The Mediating Roles of Negative and Positive Empathy
4:30pm •
4.1d "I" Have Type 1 Diabetes: Patient Influencers' Promotion of DTCA on Instagram through Narrative Transportation
Pensacola Room
11:45am •
2.3 Special Topic Session: Advancing Computational Advertising Research
2:45pm •
3.3 Special Topic Session: The Importance of (Risking) Offending Your Advertising Students
4:30pm •
4.3 Special Topic Session: The Complexity of Brands Taking A Stand
Siesta Room
6:30pm •
AAA Members' Meeting
7:30pm •
President's Reception
Virtual Lobby - Siesta Room
9:45am •
Virtual Lobby
11:30am •
Morning Break
4:15pm •
Afternoon Break
Saturday
, March 20
Daytona Room
10:00am •
5.2 Gender Targeting Effects
10:00am •
5.2a Are You Man Enough: Masculinity Advertising Appeals Across Print Ads
10:00am •
5.2b You can't shop with us: How U.S. based, value and mid-market online clothing retailers position their plus-size female clothing sections
10:00am •
5.2c Like the Dad in the Ad: Testing a Conceptual Model for New Fathers' Responses to Dadvertisements
10:00am •
5.2d Consumer Responses to Gender-Targeted Advertising: Computational Research Analyzing the 2020 Super Bowl Commercials
11:45am •
6.2 Social Media Effects
11:45am •
6.2a The Role of Twitter Usage Motivations in Influencing Brand, Influencer, and Peer User Impacts on Native Ad Brand Outcomes
11:45am •
6.2b Contrastive and Assimilative Upward Comparisons with Social Media Influencers
11:45am •
6.2c Predicting Consumer Engagement towards Social Media Branded Content: A Computational Visual Analysis Approach
11:45am •
6.2d Understanding the Twitter Conversation about AI in Advertising based on Natural Language Processing
2:45pm •
7.2 Personalized Advertising Effects & Brand Advocacy
2:45pm •
7.2a Algorithmic Persuasion in Social Media. Identifying user groups based on awareness, appropriateness and coping ability
2:45pm •
7.2b Who Uses My Data? Self-brand Connections and Personalized Advertising within Social Media
2:45pm •
7.2c Understanding Personalized Recruitment Ads Effectiveness: The Role of Personalization Level and Message Involvement
2:45pm •
7.2d What makes a loyal fan a brand advocate on social media? Capitalizing on brand page loyalty to build self-expansion benefits for fans
4:30pm •
8.2 Political Advertising and Ethnic Targeting
4:30pm •
8.2a Political Advertising in the United States: Persuasion Knowledge and Support for Regulation in Social Media
4:30pm •
8.2b Why Am I Getting This Ad? How the Degree of Political Targeting and Political Fit Affects Persuasion Knowledge, Voter Attitudes, and Online Privacy Behaviors
4:30pm •
8.2c Examining African Americans' Persuasion Knowledge and Coping of Advertisers' Use of Artificial Intelligence and Ethnic Affinity Targeting in Social Media
4:30pm •
8.2d When Interruption Benefits: Impact of Goal Pursuit Context and Flow on Consumer Responses to In-game Advertising
Lunch - Siesta Room
1:15pm •
Lunch - Awards Lunch
Palm Room
10:00am •
5.1 Influences on Message Effects
10:00am •
5.1a Hedonic and Utilitarian Products for the 21st Century: Classification of Modern Product Categories
10:00am •
5.1b Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
10:00am •
5.1c - CANCELLED
10:00am •
5.1d Desirability or Feasibility? How Spatial Distance Between Product and Model Influence Product Evaluation
11:45am •
6.1 Green Message Effectiveness
11:45am •
6.1a Greenfluencers on Social Media: Positive Effects of Lower Popularity Metrics for Products sponsored by Green Influencers
11:45am •
6.1b The Green Hotel: A Narrative Approach To Overcoming the Message Credibility Problem in Advertising
11:45am •
6.1c Greener than Others? Exploring Generational Differences in Green Perceptions and Purchase Intentions of the US Consumer: Consumer Socialization and Social Intelligence Perspectives
11:45am •
6.1d Comparing the Effects of Greenwashing Claims in Environmental Airline Advertising: Perceived Greenwashing, Brand Evaluation, and Flight Shame
2:45pm •
7.1 Children, Ethics and Advergames
2:45pm •
7.1a How They Got to Sesame Street: Children's Television Workshop's Appropriation of Advertising Tactics for Effective Childhood Literacy Education
2:45pm •
7.1b Predicting Parental Advertising Mediation: The Direct and Indirect Influence of Perceived Addressability in Advertising Targeting Children
2:45pm •
7.1c Ethical side effects of corporate surveillance: synced advertising and its impact on chilling effects
2:45pm •
7.1d What if advergaming was effective before playing? The impact of advergame perceived legitimacy on attitudes and downloads intent.
4:30pm •
8.1 Pandemic Context Research
4:30pm •
8.1a Evoking Empathy, Seeking Solidarity, or Aspiring Normalcy: Which Appeals Better to SMI Followers During the Pandemic?
4:30pm •
8.1b Wearing Face Masks for Societal Gain or Avoiding Personal Loss? How Gain-Loss Frame and Self-Other Appeals Impact Consumer Compliance with the Face Mask Mandate
4:30pm •
8.1c Public Service Announcements on COVID-19 Through the Prism of Goal-Framing Theory
4:30pm •
8.1d Commenting on Brand Posts during a Crisis: The Relationship between Context-induced Moods and Brand Message Processing
Pensacola Room
11:45am •
6.3 Special Topic Session: The role of experiential learning in advertising education
2:45pm •
7.3 Special Topic Session: Translating Consumer Neuroscience into Advertising Research and Education
4:30pm •
8.3 Source Credibility & Celebrity Research
4:30pm •
8.3a Exploration of consumers' motives for following social media influencers on Instagram and the role of materialism
4:30pm •
8.3b Parallel and Synergistic Pathways to Celebrity Persuasion: Consumer Ideal-Celebrity and Celebrity-Product Congruence as Determinants of Expertise and Trustworthiness, and the Role of Involvement in Determining the Use of Congruence Cues
4:30pm •
8.3c The Effect of Source Credibility within the Experiential Atmosphere of Video Game Livestreaming
4:30pm •
8.3d Impartial Endorsements: Influencer and Celebrity Declarations of Honesty and Non-Sponsorship
Virtual Lobby - Siesta Room
11:30am •
Morning Break
4:15pm •
Afternoon Break
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American Academy of Advertising Annual Conference
America/New York
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American Academy of Advertising Annual Conference
Mar 18
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20, 2021
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, March 19
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, March 20
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