Download e-book for iPad: 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 target of the ebook is to improve extra systematic learn within the fields of ads and communique shape a world point of view. popular communique researchers from world wide have contributed to the making of this booklet.

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

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It forms the basis for the reception and evaluation of new information of the brand (Boush/Loken 1991). Similar to categories in general, the members of a brand category show a graded structure. “Some products are more representative of a brand category than are others” (Boush/Loken 1991). All of a brand’s existing products as well as new ones can be described in terms of how much they are (a)typical for the brand (Joiner/Mason 2007). Within the scope of product categorisation, both assimilation- or contrast-effects can be caused (Lee 1995; Wänke et al.

Brehm, J. W. (1966): A Theory of Psychological Reactance. New York/London: Academic Press. Brock, T. C. (1968): Implications of Commodity Theory for Value Change. In: Greenwald, A. , Brock, T. , Ostrom, T. M. ): Psychological Foundations of Attitudes. New York: Academic Press. 243-275. Campbell, M. ; Keller, K. L. (2003): Brand Familiarity and Advertising Repetition Effects. In: Journal of Consumer Research, 30 (September): 292-304. Cialdini, R. B. (1993): Influence. The Psychology of Persuasion.

B. (2001): Harnessing the Science of Persuasion. In: Harvard Business Review, 79 (9). 72-79. Consumer Behavior Seminar (1987): Affect Generalization to Similar and Dissimilar Brand Extensions. In: Psychology and Marketing, 4 (3). 225-237. , Luce, M. F. (2004): The Rationalizing Effects of Cognitive Load on EmotionBased Trade-off Avoidance. In: Journal of Consumer Research, 31 (June): 63-77. /Zana, M. ) (1990): A Continuum of Impression Formation, from Category-Based to Individuating Processes. Influences of Information and Motivation on Attention and Interpretation.

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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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