Advertising Standards
The Role Of Arousal In Schema-based Evaluation
New products are often incongruent with consumer expectations. Researchers have shown that consumers prefer moderately incongruent products, while being adverse to extremely incongruent products. Read More »
Author: Theodore J. Noseworthy, Fabrizio Di Muro, Kyle B. Murray
Contributor: eb™ Research Team
More Than Price? Exploring The Effects Of Creativity And Price In Advertising
Even though advertising creativity has shown to be of importance for advertising effectiveness little research has tested it in relation to other marketing strategies. This paper explores the effects Read More »
The Role Of Reactance In Responses To One-Sided Advertisements: How Health-Related Appeals Backfire
In this research we explore consumer attitudes toward one-sided appeals that present only the negative aspects of consuming indulgent food and determine how these attitudes influence subsequent food Read More »
“Million Dollar Smile?” How Smile Intensity, Relationship Norm And Consumer Self-Construal
Marketers widely use the image of a smile to create a positive impression among consumers. The well-known interpersonal benefits of a smile could lead one to believe that a smile always conveys Read More »
Author: Hsiao-Ching Lee, Chun-Tuan Chang, Yu-kang Lee, Hui-Wen Chang, Guei-hua Flora Huang
Contributor: eb™ Research Team
Resolving Humorous Incongruity In Advertising Facilitates Impressions Of Firm Competence
Humor is a common executional tactic in advertising (Eisend 2009). Given that humor affects impression formation in interindividual settings (Greengross, Martin, and Miller 2012), we propose that Read More »
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