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Abstract Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and Hoyer 1993; Speck 1991). In the first of two studies, an extended incongruity resolution model of humor...
Abstract The literature indicates that the idealized images of physical attractiveness found in advertising have a negative impact on girls' and women's self-perceptions. The current study extends this research to males and adds the dimension of financial success. The empirical findings...
Abstract This research proposes an additional method (with potential advantages) of manipulating ad message involvement (AMI) through ad information expectancy. This manipulation of ad information characteristics showed that unexpected information creates a higher AMI than does expected...
Abstract Previous research on the use of tensile pricing in advertising has not yet determined if services respond differently to tensile tactics than do products. Moreover, in the product studies of tensile tactics, minimum tested discount levels were based on local market conditions which were...
Abstract A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to...
Abstract This investigation replicates Beltramini's (1992) study of the effectiveness of business gifts, and extends the research to include actual marketplace sales response. A company's customers'perceived satisfaction and intention to continue repurchasing are surveyed both before and after...
Abstract Basic Facts 208 pages. $29.95 softcover and $49.95 hardcover.
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