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Advertising and ICR professors present at consumer psychology conference
Brittany Duff, assistant professor of advertising, Patrick Vargas, associate professor of advertising, and ICR doctoral student Sang Do Oh presented academic papers at the Society for Consumer Psychology Conference in Atlanta on February 24-26.
Duff presented two papers with colleagues, "When Ads Aren’t the Only Focus: Effects of Multitasking on Memory and Judgment," and "Shaping 'the single biggest reason for brand choice': Testing an ability of ad messages to influence brand-context associations." Vargas and Oh presented on a panel titled "The Role of Goal-Recipient Compatibility on the Persuasiveness of Sustainable Marketing Messages."