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Abstract This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dimensions of cognitive responses—belief strength, belief confidence, and product curiosity—are defined and examined from the...
Abstract This study examines the role of the verbal content and relative newness of a brand in determining the effectiveness of a comparative format. Measures of attitude toward and intention to use the sponsoring brand were taken. In general, a comparative format that emphasizes factual...
Abstract A survey of media buyers involved in the purchase of international media was carried out to assess the character of international advertising and the factors used to select media vehicles. It was found that international advertising, as opposed to local-country advertising by...
Abstract The effects of emotional feelings during advertisement exposure and the effects of attitude toward the advertisement (Aad) are considered in an experiment which used both familiar and unfamiliar brands. The findings illustrate that brand familiarity moderates the relationships between...
Abstract This study replicates and extends the research of Soley and Reid (1982) and Siomkos and Ghosh (1986). The findings suggest that incumbency and promotional expenditures are important determinants of the votes received by congressional candidates. The study also found evidence of the...
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