Marketing
Creamy Red And Crunchy Blue? How Colour Interacts With Perceptions Of Texture
This study explores the sensory-marketing effects of crossmodal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue Read More »
The High-Performance Heuristic: Developments In The Psychology Literature
Heuristics is a widely disseminated concept in marketing. Heuristic processes are usually associated with low involvement decisions and sub-cognitive choice processes. There is an almost universal Read More »
How The Attractiveness Of The Context Influences Perceived Product Attractiveness: The Role Of
Research has examined the determinants of product attractiveness. However, prior studies have neglected the context, in which products are presented. Drawing on social cognition theory, we examine Read More »
Author: Benedikt Schnurr, Alexandra Brunner-Sperdin, Nicola Stokburger-Sauer
Contributor: eb™ Research Team
Phonetic Symbolism Effects On Consumer Evaluations Of Spokesperson Characteristics
This study investigates the effect of phonetic symbolism on consumer evaluations of abstract spokesperson characteristics, namely, friendliness, masculinity and attractiveness. Two between subjects Read More »
Author: Jasmina Ilicic, Stacey Baxter, Alicia Perkins
Contributor: eb™ Research Team
Comparative Advertising’s Novelty And Persuasion Outcomes: Insights From France, United Kingdom
Considering that novelty increases information processing but decreases perceived believability as well, we conducted a cross-national study in three countries (France, UK, and USA) to examine the Read More »
Author: Christian Dianoux, John Ford, Jean-Luc Herrmann, Jeryl Whitelock, Dan Alex Petrovici
Contributor: eb™ Research Team
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