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 »
The Long-Term Impact Of Sales Promotions On Customer Equity
Sales promotions’ effectiveness for short-term sales is proven. However, for long-term sales, possible adverse effects have been suggested. To bridge this gap, we apply stochastic models (BG/nBD Read More »
Author: Herbert Casteran, Polymeros Chrysochou, Lars Meyer-Waarden
Contributor: eb™ Research Team
Collectible Free Gifts Programs As Promotional Measures In Retailing
Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which Read More »
Under Which Mood And Deal Proneness Conditions Do Price Promotions Really Lead To High Purchase
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “% Read More »
Media Multitasking Contexts And Advertising Effectiveness Of Traditional And Online Advertising:
Media multitasking is a new consumption context that affects the way advertising stimuli are processed and evaluated. In two studies, we explore the effects of media multitasking contexts involving a Read More »
Author: Snezhanka Kazakova, Verolien Cauberghe, Liselot Hudders
Contributor: eb™ Research Team
Advertising Literacy In An Advergame Context. The Moderating Impact Of An Advertising Literacy
This study examines the impact of advergames and the role of an advertising literacy training session for children on their purchase request and behavioral intention in two experiments. The results Read More »
Author: Liselot Hudders, Verolien Cauberghe, Katarina Panic
Contributor: eb™ Research Team
Effects Of Disclosing Brand Placement On Attention, The Use Of Persuasion Knowledge And Brand
This eye tracking experiment (n = 149) investigates the effects of different ways of disclosing brand placement on viewers’ visual attention, use of persuasion knowledge, and brand responses. Read More »
Author: Sophie Boerman, Eva A. Van Reijmersdal, Peter C. Neijens
Contributor: eb™ Research Team
Conventional Ads Us. Product Placements: The Impact Of Stimulus Integration On Viewer’s Brand
Despite the increasing prevalence of product placement, no previous studies have compared the behavioral effects of conventional commercials and brand placements. This experiment consisted of Read More »
The Hierarchy Of Effects Model To Understand Customer Responses To CSR In A Recession
The authors of this paper propose a hierarchy of effects model to study how corporate social responsibility associations impact customer affective and conative responses in the crisis context of the Read More »
The Good, The Bad And The Ugly Truth - How Corporate Social Responsibility (CSR) Violations Affect
Although that managers may not intend to act unethically, situations can arise in which consumers interpret ordinary business decisions as a CSR violation. Research so far only focused on the direct Read More »
Author: Raoul Kübler, Sönke Albers, Michael Reichert
Contributor: eb™ Research Team