1 - 10 of 12 articles
Abstract Previous research indicates that people hold different global attitudes toward advertising's social and economic effects and that these attitudes are more critical of social effects than economic effects. The purpose of this survey was to determine if there are differences in people's...
Abstract It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which...
Abstract This review summarizes experimental evidence from advertising and related disciplines on the effects of physically attractive communicators and models on opinion change, product evaluation, source perception, and recall, among other dependent measures. The evidence indicates that...
Abstract An examination of the literature on marketing information acquisition and knowledge transfer raises the issue of what motivates consumers to participate in these processes. A model which is presented incorporates possible motives such as novelty seeking, desires for social mobility,...
Abstract This experimental study investigates the effects of cognitive dissonance, expectations, and product performance on product evaluations. The study improves upon the methodological problems of the past experimental studies. The results of a 2×2×2 factorial design suggest that product...
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