SelectedWorks - Anne M. Hamby

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Selected Works of Anne M. Hamby

Associate Professor, Department of Marketing

Dr. Hamby joined the Department of Marketing at Boise State University in the fall of 2019. Before coming to Boise State, she taught at Hofstra University, located in the NYC metro area.

Her research focus is in the area of consumer psychology. Specifically, she studies how emotional and structural aspects of stories engage their audiences, and how engagement in stories influence beliefs and behavior in a marketing context. She is also interested in issues related to consumer well-being and examines the psychological, social, and cultural factors that influence risky consumption practices and prosocial behavior.

She has consulted with international and domestic nonprofit organizations operating in the areas of health, youth and risky consumption, and media literacy.

Her research has been published in leading outlets in marketing including the Journal of Consumer Psychology, the Journal of Advertising, the Journal of Public Policy & Marketing, and others.

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About Anne M. Hamby

Dr. Hamby joined the Department of Marketing at Boise State University in the fall of 2019. Before coming to Boise State, she taught at Hofstra University, located in the NYC metro area.

Her research focus is in the area of consumer psychology. Specifically, she studies how emotional and structural aspects of stories engage their audiences, and how engagement in stories influence beliefs and behavior in a marketing context. She is also interested in issues related to consumer well-being and examines the psychological, social, and cultural factors that influence risky consumption practices and prosocial behavior.

She has consulted with international and domestic nonprofit organizations operating in the areas of health, youth and risky consumption, and media literacy.

Her research has been published in leading outlets in marketing including the Journal of Consumer Psychology, the Journal of Advertising, the Journal of Public Policy & Marketing, and others.

Articles (34)

Includes peer-reviewed and online media articles

Take Laughter, Add Tears: The Secret Recipe for the Most-Liked Super Bowl Ads (Niusha Jones and Anne Hamby) The Conversation (2024)

Viewers gravitate toward Super Bowl commercials that incorporate both happiness and sadness, our 2023 study shows.On the other hand, advertisements that blend happiness and fear turn people off.And people are indifferent to ads that pair ...

Climate Action Now: How to Fuel a Social Movement (Lama Lteif, Gia Nardini, Tracy Rank-Christman, et al.) Journal of Consumer Psychology (2024)

Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community-based climate action. Drawing on insights from consumer psychology, our framework identifies the psychological mechanisms that encourage and motivate ...

Sensational Stories: The Role of Narrative Characteristics in Distinguishing Real and Fake News and Predicting Their Spread (Anne Hamby, Hongmin Kim and Francesca Spezzano) Journal of Business Research (2024)

Media content – whether real or fake – is often presented in a story format. While research has examined some of the linguistic differences between real and fake news articles, less attention has been given ...

Whose Story is This?: Source Reveal as a Communication Tactic to Increase Consumers’ Advocacy for Social Causes (Anne Hamby, Davide Orazi and Patrick Moreau) Journal of Business Research (2024)

Episodes of discrimination and marketplace injustice go viral frequently. Sometimes, people hear these stories from someone who was not the actual victim featured in the story. The current work examines how exposure to a story ...

Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research (Anne Hamby and Cristel Russell) Journal of Advertising (2023)

Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we ...

Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products (Anne Hamby, Ali Tezer and Jennifer Edson Escalas) Journal of Advertising (2023)

Eudaimonic narratives, which past work identifies as stories featuring themes related to virtue and life’s higher purpose, are increasingly prevalent in advertisements and marketing communications. The current research examines whether this type of narrative achieves ...

Have You Found What You’re Looking for?: How Values Orientations Affect Pro-Social Change After Transformative Service Experiences (Anne Hamby and Justine Rapp Farrell) The Journal of Consumer Affairs (2022)

Past research on transformative service experiences suggests that participating individuals may experience positive, as well as (unintended) negative well-being consequences. Most of this work has examined aspects of the service provider and the service experience ...

Above the Scam: Moral Elevation Reduces Gullibility (Anne Hamby, Brent McFerran and Darren W. Dahl) Journal of Consumer Psychology (2022)

Consumers are increasingly exposed to scams and questionable marketing practices. The current work examines how consumers’ emotional states influence their gullibility (a belief or compliance with a request that most people would consider naïve). Across ...

How Does Ambivalence Affect Young Consumers’ Response to Risky Products? (Anne Hamby and Cristel Russell) Journal of the Academy of Marketing Science (2022)

Although ambivalence (the coexistence of positive and negative components of an attitudinal target) is common in consumers’ lives, prior research is mixed in terms of when and how it influences consumers’ behavior. We theorize that ...

Not Whodunit but Whydunit: Story Characters’ Motivations Influence Audience Interest in Services (Anne Hamby and Tom Van Laer) Journal of Service Research (2022)

Service providers and consumer well-being advocates often share stories to promote audience interest in relevant behavior. This research examines how characters’ motivations for engaging in service-related behavior in such stories influence consumers’ interest in services. ...

The Effect of Affect: An Appraisal Theory Perspective on Emotional Engagement in Narrative Persuasion (Anne Hamby and Niusha Jones) Journal of Advertising (2022)

Most recent research examining the influence of story-based advertisements on persuasion leverages theories of narrative and character involvement. These theories emphasize emotional engagement as key to stories’ persuasive influence. Researchers who build on these theories ...

Exploring the Effects of For-Profit and Nonprofit Size Congruency: An Exchange Perspective on Cause-Related Marketing (Anne Hamby, Niusha Jones and Guohong Yu) Journal of Consumer Affairs (2021)

Prior research on cause-related marketing (CM) shows that congruencies between for-profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work ...

How Character Goal Pursuit "Moves" Audiences to Share Meaningful Stores (Anne Hamby, Zared Shawver and Patrick Moreau) Media Psychology (2020)

Recent research has examined the theme-level determinants of how stories move readers. Our research examined what moves readers in more nuance. Specifically, we examined how readers’ perception of a character’s goal pursuit (i.e., their motivation ...

How Stories in Memory Perpetuate the Continued Influence of False Information (Anne Hamby, Ullrich Ecker and David Brinberg) Journal of Consumer Psychology (2020)

People often encounter information that they subsequently learn is false. Past research has shown that people sometimes continue to use this misinformation in their reasoning, even if they remember that the information is false, which ...

Actions Speak Louder Than Words: How Characters’ Effectiveness as Message Sources Depend on Their Story Experiences (Cristel Antonia Russell, Anne Hamby, Boris Chapoton, et al.) Health Communication (2020)

A television (TV) character’s actions and the consequences of these actions in TV storylines can shape the audience’s own behavioral intentions, especially if the audience identifies with that character. The current research examines how storylines ...

It's About Our Values: How Founder's Stories Influence Brand Authenticity (Anne Hamby, David Brinberg and Kim Daniloski) Psychology & Marketing (2019)

Companies increasingly share the stories behind their brand’s founding to engage consumers. The current studies explore how the motives that underlie business formation in founder’s stories influence consumer brand perceptions. Specifically, stories that highlight self-transcendence ...

When Do Public Health Epilogues Correct the Influence of Alcohol Story Lines on Youth?: The Interplay of Narrative Transportation and Persuasion Knowledge (Cristel Antonia Russell, Anne M. Hamby, Joel W. Grube, et al.) Journal of Public Policy & Marketing (2019)

Youth drinking is a major public health problem. Entertainment content that positively depicts alcohol consumption is often implicated as a factor shaping youths’ attitudes and beliefs about drinking alcohol. This research examines whether and under ...

A Wolf in Sheep's Clothing: How Humanized, Retargeted Ads Intrude in Social Contexts (Anne Hamby and Veronika Ilyuk) Journal of Consumer Affairs (2019)

A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects ...

The Sounds of Silence: Inferences from the Absence of Word‐of‐Mouth (Kimberlee Weaver and Anne Hamby) Journal of Consumer Psychology (2019)

While past work has explored some of the reasons why people themselves may remain silent in a group, almost no research has examined the mirror image of this question: How do consumers construe the silence ...

Vaping Viewpoints: A Multi‐Segment Understanding of E‐Cigarette Risk Perceptions (Justine Rapp Farrell and Anne M. Hamby) The Journal of Consumer Affairs (2019)

Electronic cigarettes (e‐cigarettes) are battery‐operated devices used to deliver nicotine by vapor and are positioned as a safer alternative to traditional tobacco cigarettes. As a recent entrant to the market, little is known about how ...

A Conceptual Framework of Narrative Persuasion (Anne Hamby, David Brinberg and James Jaccard) Journal of Media Psychology (2018)

This article draws insights from several disciplines to propose an integrated perspective on mechanisms underlying narrative persuasion. One approach to narratives emphasizes a deictic shift into the narrative, resulting in an absorbed state of processing and a ...

Cause‐Related Marketing Persuasion Knowledge: Measuring Consumers' Knowledge and Ability to Interpret CrM Promotions (Anne Hamby and David Brinberg) The Journal of Consumer Affairs (2018)

Cause‐related marketing (CrM), a partnership between a for‐profit and not‐for‐profit company, is an increasingly common promotional approach. Consumers range in awareness of and knowledge about CrM, and vary in their ability to identify and evaluate ...

When a Correction Contradicts: Countermessages May Increase Adolescents’ Ambivalence in Response to Drinking-Related Narratives (Cristel A. Russell, Anne M. Hamby and Dale W. Russell) Journal of Advertising (2018)

Entertainment narratives targeting youth frequently include favorable portrayals of risky behaviors, such as drinking alcohol. Countermessages (e.g., epilogues and public service announcements) may correct the influence of positive media portrayals and reduce the likelihood of ...

Solving Complex Problems: Enduring Solutions Through Social Entrepreneurship, Community Action, and Social Marketing (Anne Hamby, Meghan Pierce and David Brinberg) Journal of Macromarketing (2017)

Three distinct literatures address social change: social entrepreneurship, community action research, and social marketing. While these activities have a shared goal to create social change, each orientation approaches their activities from a different perspective. The ...

Reflecting on the Journey: Mechanisms in Narrative Persuasion (Anne Hamby, David Brinberg and Kim Daniloski) Journal of Consumer Psychology (2017)

Recent work demonstrates that narratives persuade via mechanisms distinct from other persuasive message formats. The present work draws from the discourse processing and communication literature to introduce a construct of retrospective reflection as an additional ...