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Abstract This study is concerned with a comparison of male and female children's wishful identifications with fictional characters. The results of separate grade analyses revealed that kindergarten, second and fourth grade students have same-sex identifications (i.e., males identify with males...
Abstract This study investigates the extent to which a spokesperson's gender can influence the gender image of products. In addition, the appropriateness and effectiveness of spokesperson/ product gender combinations are assessed relative to these gender image perceptions. Results indicate that...
Abstract Self-esteem advertising is a type of advertising which attempts to alter consumers' attitudes and behavior toward products by stimulating positive feelings toward themselves. For example, one of the oldest sales pitches in the world begins with, “You look lovely today, madame.” This...
Abstract Consumer curiosity and question responses to new product advertising are conceptualized in terms of knowledge structures and learning perspectives. Results of an exploratory study support the propositions that product knowledge affects the nature of consumer curiosity and question...
Abstract Understanding how consumers respond emotionally to advertising is necessary before we can understand the relationship between emotional response and advertising effectiveness. In this study, emotion is conceptualized as a multidimensional construct. A typology is presented which...
Abstract Creativity is usually defined and studied as an elusive phenomenon that defies adequate description and effective management. However, in this discussion, “Janusian thinking” is presented as “a logic of creativity” that can be described and managed. Janusian thinking involves the...
Abstract Additional advertising regulation is being proposed for both tobacco and alcoholic beverage products. The possible outcome of these proposed regulations is examined based on the effect that advertising regulation has had on tobacco consumption in the past.
Abstract With the advent of Deng Xiaoping's “market socialism” and the ambitious objectives set for the development of China's economy, the business environment has changed dramatically in China. As part of this change, advertising is being more heavily relied on as a business tool. This changed...
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