Social Influence, Advertising, and Social Media

A key research interest of our research group is the study of social influence and advertising on consumer behavior. This area of interest focuses on investigating factors associated with consumers imitating the behavior of others, the spread of information on social media, and the influence of different advertising strategies on consumers.

Read more about our findings in this area:

Egger, M., Florack, A., & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior, 134(C), Article 107328. https://doi.org/10.1016/j.chb.2022.107328

Florack, A., Palcu, J., & Friese, M. (2013). The moderating role of regulatory focus on the social modeling of food intake. Appetite, 69, 114–122. https://doi.org/10.1016/j.appet.2013.05.012

Glaser, M., Reisinger, H., & Florack, A. (2023). You are my friend but we are from different worlds: Actor type effects on audience engagement in narrative video advertisements. Journal of Advertising. doi.org/10.1080/00913367.2023.2275773

Kleber, J., Florack, A., & Chladek, A. (2016). How to present donations: The moderating role of numeracy in cause-related marketing. Journal of Consumer Marketing, 33(3), 153–161. https://doi.org/10.1108/JCM-12-2014-1240

Kim, H. & Florack, A. (2021). When social interactions backfire: Frequent social interaction during the COVID-19 pandemic Is associated with decreased well-being and higher panic buying. Frontiers in Psychology, 12, Article 668272. https://doi.org/10.3389/fpsyg.2021.668272

Palcu, J., Haasova, S., & Florack, A. (2019). Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior. Appetite, 139, 59–66. doi.org/10.1016/j.appet.2019.04.007

Palcu, J., Sudkamp, J., & Florack, A. (2017). Judgments at gaze value: gaze cuing in banner advertisements, its effect on attention allocation and product judgments. Frontiers in Psychology, 8, Article 881. https://doi.org/10.3389/fpsyg.2017.00881

Pivecka, N., Ratzinger R. A., and Florack, A. (2022). Emotions and virality: Social transmission of political messages on Twitter. Frontiers in Psychology, 13, Article 931921. https://doi.org/10.3389/fpsyg.2022.931921