Marketing
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The Neutral Face Of Blue: How Color Can Make Consumers Stay Sensitive
According to The Largest U.S. Charities, released by Forbes (Forbes 2017), more than half of the top 50 charities in the US use red, blue, or both in their logos. Despite this widespread use of red Read More »
Author: Sung-Hee W. Paik, Jiao Zhang, Aparna Sundar, Gabriele Paolacci, Gizem Yalcin
Contributor: eb™ Research Team
Approach And Loss Aversion: Consumer Responses To Approaching And Receding Stimuli In Advertising
Consumers are increasingly confronted with dynamically moving stimuli in commercials, video games and virtual reality. Although the effect of physical (near vs. far) and psychological (concrete vs. Read More »
Non-Normative Influence Of Self-Decided Prices On Product-Related Inferences
Price is a key factor in consumer decision making (Adaval and Monroe, 2002; De Langhe et al., 2014). From a purely economic perspective, consumers should be willing to buy a product if the value that Read More »
“Yes, I Can” Or “No, I Can’t” – Effect Of Extraneous Affirmation- And Negation-Evoking
In the real world, consumers often draw up a shopping list by recalling brand names. Lynch Jr and Srull (1982) classified such choice options as “memory-based”. If consumers cannot recall a Read More »
The Influence Of The Social Net On Consumer Trust Of Companies
The overall aim of this research is to explore the potential influence of the mechanisms of the social net on consumer trust of companies. The research seeks to investigate the connection between the Read More »
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