Zusammenfassung. Der “Mere-Exposure”-Effekt bezeichnet eine positive Einstellungsänderung gegenüber einem Reiz aufgrund der bloßen wiederholten Darbietung dieses Reizes (Zajonc, 1968). In der vorliegenden Studie wurde geprüft, ob sich “mere exposure” auch ...
Recommendation on Gambling Advertising during the Corona PandemicAbstract.Theoretical background: Gambling advertising appears to be inherently conflicting with the particularly important goals of addiction ...
Abstract. International concern has been expressed about advertising for cosmetic surgery (British Association of Aesthetic Plastic Surgeons [BAAPS], 2005, 2008). A recent study showed that exposure to such advertising resulted in a more negative body ...
Abstract. Humans remember their past and consider their future. Nostalgic advertising, focused on the personal past, increases positive consumer response to products. This research examines how future time ...
Effects of a Total Ban of Tobacco Advertising A Paper for DiscussionObjective: To assess the effects of advertising bans on the consumption of tobacco products as part of a comprehensive tobacco control policy. </P><P> Method: Longitudinal data on ...
Advertising for elderly consumersAbstract. Marketing managers are aware of the importance of elderly consumers in advertising. However, managers and creative directors often neglect the basic characteristics of elderly consumers as recipients of ...
Third-person effect, topic of advertising and social distance of the “third-person”Abstract. The third-person effect describes the propensity to believe that other persons (‘third persons’) are more easily influenced by persuasive messages in the media ...
Product placement, brand memory, brand image (1): Review and further experimentAbstract. On the basis of previous research it remains unclear in how far advertising effects could be achieved by product placement. Therefore, we conducted an experiment ...
Product placement, brand memory, brand image (2): Influence of attentionAbstract. According to the findings of Bock und Gómez Izquierdo (2006), product placement has only small effects, presumably because brand products are hardly noticed. To explore ...
Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of ...
Objectification theory (Fredrickson & Roberts, 1997, Psychology of Women Quarterly, 21, 173–206) posits that a consequence of living in a sexually objectifying culture is self-objectification, a cognitively taxing preoccupation with one’s appearance. The ...
Abstract. Recently, the European Union has decided that disclosures of brand placement are obligatory. However, the effects of such disclosures remain largely unstudied. Departing from theoretical notions of the persuasion knowledge model, ...
Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled ...
Abstract. This study investigated how resource allocation to and encoding of irrelevant peripheral information (advertisements) varied as a function of the emotional tone of a central event (movie clip) and website complexity (number of advertisements). ...
Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental ...