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Abstract This study examines the effect of one content and two contextual advertising manipulations on several measures of attitude toward the ad (Aad). Results indicate that such antecedent variables, each of which requires some degree of cognitive processing of information, can impact Aad in...
Abstract It is important to examine periodically the outlets for advertising research to provide both producers and consumers of that research with an accurate view of topics and trends. For this paper, the content of 10 years of advertising research in six marketing/advertising journals was...
Abstract This study describes a content analysis of 1,415 magazine advertisements. Magazine advertisements were analyzed in terms of their structural characteristics (framed vs. unframed), content features (characterized vs. noncharacterized), and type of advertised product (search vs....
Abstract The purpose of this paper is to examine the role that psychological meaning plays in advertising. In spite of some preliminary recognition of the importance and role of meaning, research in advertising has neglected to explore this core element of the advertising communication process....
Abstract Little empirical work has investigated the influence of acquaintanceship among the members of a focus group on the output of that group. None has examined the influence of analyst identity on group output, occurring in the scoring of a transcript of the group's conversations. This...
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