Marketing Messaging
Experiments With Crossed Effects In Marketing Communication Research: What Do The Experimental
Experimental designs often are analyzed using a Repeated Measures ANOVA. Yet, this method does not suffice to describe all variance in a crossed effects experiment. Responses are generated from the Read More »
Social Values And Bandwagon Motivations In The Context Of Luxury Consumption
The global luxury market has seen an incredible increase in value during the last decades. Notwithstanding its volume, the marketing of luxury products has only attracted limited attention from Read More »
Author: Spiros Gounaris, Kalipso Karantinou, Boukis Achilleas, Kostas Kaminakis
Contributor: eb™ Research Team
“Good” Versus “Popular Taste” Appeals And Their Importance In Driving Consumer’s Product
Despite the fact that expert judgments play a critical role in aesthetic consumption decisions, no final answer has been given to the question if knowing what experts consider regarding meeting good Read More »
Sharing Sensations: Effect On Product Evaluation
Humans, as social beings, are motivated to create a shared reality with others in terms of beliefs, emotions, or inner states. This desire is related to the “saying-is-believing” effect, which Read More »
Author: Inés López, Salvador Ruiz De Maya, Sarah Moore
Contributor: eb™ Research Team
If “Advertising Attracts Dummies”, Could It Be Bad To Advertise? Exploring How The Third-Person
This paper builds on the third-person effect (TPE) to test whether consumers expect that advertising will attract “others” that are less smart and sophisticated than them, and thus react Read More »
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