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Abstract This study represents a supportive test of the attractiveness aspect of the “match-up” hypothesis of celebrity/product congruence discussed in depth by Kahle and Homer (1985). The hypothesis implies that the physical attractiveness of a celebrity endorser may only enhance both product-...
Abstract Previous research on the use of either implicit or explicit sexual imagery in advertising has focused mainly on factors such as the gender of the receiver, the product advertised (sexually or non-sexually related), and the type of stimulus presented (double entendre, decorative models,...
Abstract While interest in the advertising activities of professionals has grown over the past decade, evidence of their advertising behavior has been limited primarily to sporadic, anecdotal pieces in the trade literature. This article presents the findings of an exploratory survey of dental...
Abstract The interactive role of source expertise, time of source identification, and involvement was examined in an experiment on advertising effectiveness. In general, findings support an elaborative processing explanation. A three-way interaction among the manipulated variables emerged in the...
Abstract The stated advertising policy of Ms. magazine precludes the acceptance of advertisements for products that are “harmful” or advertisements that are insulting to women. This study employs manifest and latent content analysis to assess the extent to which Ms. advertising, over the first...
Abstract The research productivity of a discipline should be reviewed and reported upon periodically. Especially important in such a “disciplinary review” is an assessment of institutional contributions, as well as contributions of individual authors. A number of such research assessments have...
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