Marketing
What To Get And What To Give Up: Effectiveness Of Promotion Vs. Prevention Messages In Acquisition
In the current research, our main goal is to investigate the relative effectiveness of promotion- versus prevention-focused messages for different decision tasks and in the context of different type Read More »
Author: Tilottama G. Chowdhury, Camelia Micu, S. Ratneshwar, Eunjin Kim
Contributor: eb™ Research Team
Standing Out Or Fitting In? Memory Effects Of Ad Typicality Depend On Exposure Duration
Advertisers want to create memorable ads and brands. Developing ads that stand out from the crowd of other ads – that are “atypical” – is commonly believed to be an effective strategy to Read More »
How Brands Shape Newness Perceptions
To be successful, innovations should be perceived as novel and different from existing alternatives (Gatignon and Xuereb 1997, Henard and Szymanski 2001). The handful of studies that explored the Read More »
Author: Frank Goedertier, Kristof Geskens, Gregory S. Carpenter
Contributor: eb™ Research Team
A Fluency Account Of How Price Operates As A Cue To Psychological Distance
Building on construal level theory (CLT; Trope and Liberman, 2003), we propose that the price of a product, like time (e.g., Liberman and Trope, 1998), spatial distance (e.g., Fujita, et al. 2006), Read More »
What Makes A Luxury Brand: The Effect Of Competence And Warmth Cues On Luxury Perception
Luxury, a concept once used to delineate class-oriented exclusivity, appears to becoming increasingly popular and prevalent among today’s mass market consumers. Not only has the size of the global Read More »
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