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 ...
Alcohol Advertising and frequent, risky, Single-occasion Drinking in AdolescentsAbstract.Objective: To study the effect of the exposure to advertising on the initiation of frequent, risky, single-occasion drinking in adolescents. Methods: This was an ...
Recommendation on Gambling Advertising during the Corona PandemicAbstract.Theoretical background: Gambling advertising appears to be inherently conflicting with the particularly important goals of addiction ...
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 ...