Marketing
From Services To Product: Free-Riding On The Spillover Effects? A Study In The Telecommunication
The current research examines spillover effects from services to product with branded element. Results from a study among 136 participants have shown that customers’ attitudes towards services of a Read More »
“No Goal Conflict!” Using Experience Design In Museums To Achieve Marketing Objectives In
The survival of museums in the leisure market is challenged by a growing experience economy. However, many still refrain from strategic experiential marketing strategies because they fear to Read More »
Author: Nadine Ober-Heilig, Sigrid Bekmeier-Feuerhahn
Contributor: eb™ Research Team
Consumers’ Response To Sexual Appeals In Advertisements: The Moderating Role Of Sexual Sensation
This paper aims at investigating the influence of an individual trait, the Sexual Sensation Seeking trait (Kalichman et al, 1994), on consumer responses to sexual ads with varying levels of sexual Read More »
Author: Marie-Cécile Cervellon, Frank Pons, Giovanni Pugliese
Contributor: eb™ Research Team
Intrasexual Competition And Advertising: How Evolution Influences Advertising Efficacy And Consumer
The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and Read More »
Metaphor Meeting Sex Meeting Guilt: Instances Of Metaphor In Sex Appeal Ads And Their Impact On
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still Read More »
Author: Ioannis G. Theodorakis, Vlasis Stathakopoulos, Androniki Katarachia, Efthymia Kottika
Contributor: eb™ Research Team
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