Social Desirability and its Impact on Audience Research
Social desirability bias (SD bias) describes research participants’ tendency to adapt response behavior to perceived social norms. SD bias can affect the validity of studies. However, as of yet,
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06/03/2014
• #Opinion Polling and Statistics
Consumers’ Response to Sexual Appeals in Advertisements: the Moderating Role of Sexual Sensation Seeking in Contexts of Std Prevention versus Perfume Promotion
This paper aims at investigating the influence of an individual trait, the Sexual Sensation Seeking trait (Kalichman et al, 1994), on consumer responses to sexual ads with varying levels of sexual
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06/03/2014
• #Marketing
Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being
The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and
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06/03/2014
• #Marketing
Metaphor Meeting Sex Meeting Guilt: Instances of Metaphor in Sex Appeal Ads and their Impact on High and Low Sex Guilt Consumers’ Reactions
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still
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06/03/2014
• #Marketing
Marketing to Women, a Potential Paradigm Shift. Drivers for Effective Communication to Women in the European Automotive Industry
Fierce competition and increasing customer sophistication have given birth to the idea of Gender Marketing to more appropriately address the needs of one target group. Based on the idea that there
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06/03/2014
• #Marketing
Using the Rasch Model for the Development and Assessment of Multiple-Choice Tests in Marketing: Some Practical Guidelines
Recent developments in university education lead to marketing courses of hundreds of students. To cope with the challenge of efficient and fair test assessment, lecturers have switched to easily
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06/03/2014
• #Education and Training
The CMGS (Case Method With Guest Speakers) Project: Developing Experienced Learning in Sales Management Education
The implementation of the CMGS (Case Method with Guest Speakers) Project in Sales Management courses provides Marketing undergraduate students with first-hand practical knowledge about how a sales
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06/03/2014
• #Education and Training
Clickers: Educational Applications in University Teaching
The use of information and communication technologies (ICTs) by students has been broadly studied over time. Until now, many innovations have been introduced on a continuous basis, including among
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06/03/2014
• #Education and Training