Marketing Messaging

Article

The Effect Of Color Vs . Black-and-White On Information Processing

The effects of using color in various forms of marketing communications (e.g., television and magazine advertising, package design) have received much attention from marketing researchers. One area Read More »

Date: 2013
Author: Hyojin Lee, Xiaoyan Deng, H. Rao Unnava
Contributor: eb™ Research Team
Article

Brands Status And Reverse Placebo Effects: High Status Products Inhibit Performance Despite Being

Placebo treatments have been shown to influence medication efficacy, but recently, researchers have investigated placebo effects of marketing actions. For instance, pens and wines whose labels bear a Read More »

Date: 2013
Author: Renée Gosline, Sachin Banker, Jeffrey Lee
Contributor: eb™ Research Team
Article

Social Comparison To Advertising Depictions: Exploring Advertising Practitioners’ Perspectives

Social comparison, proposed nearly 60 years ago by Festinger (1954) is defined as an evaluative process in which an individual compares himself or herself on some dimension to a target of comparison Read More »

Date: 2013
Author: Catherine A. Coleman, Linda Tuncay Zayer
Contributor: eb™ Research Team
Article

The Effects Of Color On Food Temperature Perceptions

Red and blue denote warm and cold temperatures on water faucets, air-conditioning systems, weather maps, and thermometers, among other items. The co-occurrence of red/blue hues and warm/ cold Read More »

Date: 2013
Author: Courtney Szocs, Dipayan Biswas
Contributor: eb™ Research Team
Article

Towards Understanding The Interplay Between Culture And Goals

From deciding what dessert to order to choosing which airline to fly so that one can accrue more mileage points, consumer behavior is largely goal driven. Goals can be broadly dichotomized into Read More »

Date: 01/2024
Author: Haiyang Yang, Antonios Stamatogiannakis, Amitava Chattopadhyay
Contributor: eb™ Research Team
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