Marketing Messaging

Article

Suspicion Is A Heavy Armor! A Mindset Account For The Carryover Effects Of Suspicion On Unrelated

By conceptualizing suspicion as a mindset, this research investigates the carryover effects of suspicion on the processing of subsequent unrelated persuasion attempts. The first two studies provide Read More »

Date: 06/03/2014
Author: Tina Tessitore, Maggie Geuens, Mario Pandelaere, Elizabeth Cowley
Contributor: eb™ Research Team
Article

The Effects Of Perceived Health Claim Certainty, Manipulation Inferences And Issue Involvement On

This paper examines the effects of consumer perceptions about the level of health claim support, inferences of advertisers’ manipulative intent (IMI) and consumer health issue involvement on Read More »

Date: 06/03/2014
Author: Fanny Dobrenova, Ralf Terlutter, Sonja Grabner-Kräuter
Contributor: eb™ Research Team
Article

Logo Design: Examining Consumer Response To Figurativeness Across Cultures

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of Read More »

Date: 06/03/2014
Author: Joana César Machado, Leonor Vacas-De-Carvalho, Anna Torres, Michel Van De Velden, Patrício Costa
Contributor: eb™ Research Team
Article

When The Need For Affiliation Heightens Consumers’ Susceptibility To Persuasion Tactics

Two experiments tested whether social exclusion increases consumers’ susceptibility to advertising strategies that appeal to the need to belong. Socially excluded (vs. socially accepted) Read More »

Date: 06/03/2014
Author: Loes Janssen, Ilja Van Beest, Nicole Mead
Contributor: eb™ Research Team
Article

Fact Or Fiction? The Impact Of Framing Product Information On Consumer´s Attitude Towards A Food

Food marketers have to decide whether scientifically sound, but cumbersome health claims are to be preferred over claims triggering health-related associations in a non-scientific, storytelling Read More »

Date: 06/03/2014
Author: Jessica Aschemann-Witzel, Klaus G Grunert, Lisa E Bolton
Contributor: eb™ Research Team
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