Marketing Messaging

Article

Should Charities Touch The Heart Or The Mind? The Impact Of People’s Self-Monitoring

This research extents our understanding of the relationship between self-monitoring and the effectiveness of emotional versus informational advertisements. More specifically, this relationship is Read More »

Date: 06/03/2014
Author: Tine Faseur, Leen Adams
Contributor: eb™ Research Team
Article

Conjoint And Eye-Tracking Experiments In Digital Marketing

A conjoint and a subequent eye-tracking experiment was conducted to understand how different attributes, presented in the online environment affect consumer behavior. The first study involved Read More »

Date: 06/03/2014
Author: Vishnu Menon Ramachandran Girija, Valdimar Sigurdsson, Gordon Foxall, Hildur Einarsdottir
Contributor: eb™ Research Team
Article

The Loop Model: Modeling Consumer Interactivity And Trust In Campaigns Coupling Simultaneous Media

Based on the responses of 498 consumers, this research simulates the LOOP Model: the consumer’s experience of interactivity and trust when interacting with campaigns simultaneously coupling Read More »

Date: 06/03/2014
Author: Robert Davis, Bodo Lang
Contributor: eb™ Research Team
Article

Come And See What We‘ve Found: Reconsidering Uncertainty In Preannouncements

Before a firm undertakes a particular action, such as a product launch, information asymmetry and uncertainty exist about the exact details. While existing preannouncement literature views Read More »

Date: 06/03/2014
Author: Roland Schroll, Reinhard Grohs
Contributor: eb™ Research Team
Article

The Impact Of The ‘100% Natural Origin’ Claim On Consumers’ Perception Of Fragrances

Can consumer knowledge that a scent is 100% composed of natural ingredients influence sensory perception of the fragrance? In the present study, 112 participants were asked to test and evaluate a Read More »

Date: 06/03/2014
Author: Vanessa Apaolaza, Patrick Hartmann, Cristina López, Jose M. Barrutia, Carmen Echebarria
Contributor: eb™ Research Team
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