Download e-book for kindle: Advances in Advertising Research, Volume 1: Cutting Edge by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

ISBN-10: 3834921114

ISBN-13: 9783834921116

The objective of the ebook is to boost extra systematic learn within the fields of ads and conversation shape a global viewpoint. popular communique researchers from all over the world have contributed to the making of this ebook.

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Extra resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research

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According to the test variety, “Stracciatella” fulfilled the above mentioned conditions. In the second preliminary study (n=30), concerning the moderately atypical variant of the particular brand, a yellow packaging with a light-blue frame on the sides was identified for Leibniz and for Choc me a completely light-blue packaging. The main research is based on a 2x2 factorial design, which contains both a within- and a between-factor. “Launch of a limited edition” (product line before vs. after the launch of the limited edition) represented the within-factor.

This rather simplistic view disregards well established theories of behavior from psychology, in particular the Theory of Reasoned Action (Fishbein and Ajzen, 1975) and the Theory of Planned Behavior (Ajzen, 1991), which in addition to attitude and intention also include subjective norm and perceived behavioral control as important antecedents of behavior. , 2007). Secondly, focusing on the effects of advertising on brand attitude or brand purchase intention makes it problematic to do research on mature brands.

573-605. /Martin, L. , Tesser, A. ) (1992): Constructing Reality and Its Alternatives. An Inclusion/Exclusion Model of Assimilation and Contrast Effects in Social Judgment. In: The Construction of Social Judgments. : Erlbaum. 217-245. , Hovland, C. I. (1958): Assimilation and Contrast Effects of Anchoring Stimuli on Judgements. In: Journal of Experimental Psychology, 55. 150-155. , Huber, J. (2000): The Impact of Anticipating Satisfaction on Consumer Choice. In: Journal of Consumer Research, 27 (September): 202-216.

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Advances in Advertising Research, Volume 1: Cutting Edge International Research by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki


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