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Abstract In support of past research, ad size was found to lead to enhanced memory; but the existence of an “interference effect” (i.e., when increased attention aimed at the relatively large ad interferes with processing of surrounding ads) was not confirmed. Replicating Kirmani (1990),...
Abstract The author assesses young children's abilities to recognize cigarette brand advertising symbols and to identify adults as the appropriate target market for cigarettes. She used nonverbal measures in interviews with children three to eight years of age to assess how recognition of...
Abstract The author investigates the ways in which advertisers can use silence in radio commercials to increase attention to, and subsequent retention of, information in an advertisement. It is argued here that, when music is used in an advertisement, listener attention can be focused on...
Abstract The authors report the findings of an experiment that investigated the influence of television programs on viewers' perceptions of television commercials. Specifically, program arousal and program pleasantness were examined as potentially important determinants of viewers' emotional...
Abstract What market conditions do managers consider when deciding whether to standardize or customize their global brand image? To what extent do those market conditions moderate the effects of brand image customization/standardization strategies on brand performance? To answer these questions,...
Abstract The usefulness of replication research is a widely debated topic in the social sciences. Although most scholars recognize the need for a replication tradition in their respective disciplines, studies have documented a paucity of replication research in the advertising/consumer...
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