Marketing Messaging
Sustainability In Advertising: Impactful Or Inert?
The ability of consumers to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ Read More »
Author: Shannon Cummins, Tim Reilly, Les Carlson, Stephen Grove
Contributor: eb™ Research Team
Political Advertising In The Shadow Of The Financial Crisis: The Use Of Emotional Appeals In The
As an illustrative example of a country facing the financial crisis, the study employs Greece as a case in point for the examination of emotional advertising messages aired during the 2012 election Read More »
Author: Lia-Paschalia Spyridou, Christina Boutsouki, Eirini Tsichla
Contributor: eb™ Research Team
The Roles Of Appropriateness And Relevance In Determining Reactions To Humor In Frontline Service
In The Experience Economy, Pine and Gilmore (1999) suggest that service firms can use humor to create a competitive edge. A humorous approach to provision has been discussed in services as disparate Read More »
Cognitive Motivation And Its Impact On Price Cognition
As defined by Cacioppo and Petty (1982), need for cognition (NFC) refers to individuals’ tendency of engaging in effortful thinking. Tenets of dual process theory invoke that low NFC individuals Read More »
When Do Consumers Experience Humor?
Humor is a psychological response characterized by the positive emotion of amusement, the appraisal that something is funny, and the tendency to laugh (Martin 2007; McGraw et al. 2012; Veatch 1998). Read More »
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