Advances in Advertising Research (Vol. III): Current by Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin

By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)

​Advances in advertisements examine are released by way of the eu advertisements Academy (EAA). This quantity is a compilation of study awarded on the tenth overseas convention on study in ads (ICORIA) which used to be held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services, in addition to an more and more cluttered media surroundings, ads learn is faced with a number of demanding situations. in contrast historical past, Advances in ads learn (Vol. three) is gaining value in advancing, selling, disseminating, and stimulating prime quality ads learn. This ebook presents cutting-edge study in foreign ads with twenty-nine articles through popular ads and conversation students from the global ICORIA network.

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Martin et al. (2007, p. 203) asked the same 87 respondents who assessed appearance self-esteem when confronted to models in ads for salad to evaluate the advertised product as well. Additionally, 158 young females were asked to evaluate a hamburger that was advertised by using either a slim or a heavy model. Halliwell and Dittmar (2004) and Diedrichs and Lee (2011) used the same samples of people who assessed the body-related dependent variables to gain data on brand attitude. Unfortunately, the latter mentioned authors only provided results averaged across all nine test products.

2008) analyzed the effect of categories and the information contained in the category labels on consumers’ decision making. They manipulated the content of the category labels of a coffee menu. An assortment consisting of 50 coffee flavors was presented either uncategorized or classified into 10 categories. , Spicy, Mild). Thus, only the category labels of the informative condition conveyed clear and meaningful information about the coffee taste. Mogilner et al. (2008) found that the mere presence of categories leads to increased choice satisfaction of consumers unfamiliar with a product category.

J. Pervan (2007), “Self-referencing and Consumer Evaluations of Larger-sized Female Models: A Weight Locus of Control Perspective,” in: Marketing Letters, 18(3), 197-209. Ohanian, R. (1991), “The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention of Purchase,” in: Journal of Advertising Research, 31(1), 46-54. Peck, J. and B. Loken (2004), “When Will Larger-sized Female Models in Advertisements Be Viewed Positively? The Moderating Role of Instructional Frame, Gender, and Need for Cognition,” in: Psychology & Marketing, 21(6), 425-442.

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