Nomination for the Best Student Paper Award at ICORIA 2021
Marketing Chair researchers Lennart Borgmann, Julian Felix Kopka and Professor Tobias Langner were nominated for the conference's Best Student Paper Award at this year's International Conference on Research in Advertising 2021 (ICORIA 2021) in Bordeaux for their research project "Taking Advertising Research to the Wild: An Observational Eye-Tracking Study of Real-Life Media Consumption at Home". This makes their paper one of the best contributions to the conference. In their research project, the scientists use eye-tracking technology to accompany young test subjects through their everyday lives and analyse the conditions under which digital media consumption and advertising reception take place today.
In addition to this, two other research projects from the Chair of Marketing were presented at the conference: Tobias Langner presented on "The Effects of Scale Type on Construct Measurement in Advertising Research." In their joint research project, Professor Langner and Professor Bergkvist are investigating the influence of the scale format (Likert versus semantic differential) on the measurement of attitudes, among other things. In the presentation "CAUTION WITH CAPS LOCK - Message conveyance and attitude formation effects of letter capitalisation in advertising headlines", Tobias Klinke also presented the results of a joint project with Tobias Langner, Malte Christ and Nader Fadl, in which the researchers are investigating the effects of large print in advertising headlines.
ICORIA is one of the world's most important conferences on advertising communication and takes place annually at different venues. This year's conference in Bordeaux was held as an online conference due to the Covid-19 pandemic.
You can find more information about the ICORIA conference here: http: //www.europeanadvertisingacademy.org/conference-2021/
