1 - 7 of 7 articles
Abstract The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts the focus of study from the time of advertising exposure to the time of brand choice. The model is motivationally based. Consumers' motivation to deliberate at...
Abstract Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to consumers. This study examines the effect of verbal anchoring on consumers' comprehension and liking of complex image ads. Explanatory headlines that differed in level of verbal anchoring were...
Abstract Recent research suggests that music comprises a sign system that could add meanings to advertising. However, research in this area is scant and there is practically no research that has examined the process by which consumers use music to create meanings. This study extends previous...
Abstract For this paper, the presence or absence of an absurd image was manipulated in a simulated print advertisement for a fictitious brand of wine cooler. Consumers' prior attitude toward wine coolers was hypothesized to moderate the effectiveness of absurdity in advertising. Consumers'...
Abstract Patterns of cross-cultural differences in ethical perceptions can be explained by Hofstede's typology of cultural dimensions. To test hypothesized differences, we conducted a survey of practitioners at Korean advertising agencies and compared their responses with results from previous...
Abstract This study compares television advertisements from Japan, Russia, Sweden, and the United States are compared. Consistent with Hofstede's framework which suggests that countries may be characterized along a continuum from masculine to feminine, the authors found that television...
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