Does it pay to be real? Understanding authenticity in TV advertising
Marketing managers and creatives alike believe that authenticity is an essential element for
effective advertising. However, no common understanding of authenticity in advertising …
effective advertising. However, no common understanding of authenticity in advertising …
Heuristics made easy: an effort-reduction framework.
In this article, the authors propose a new framework for understanding and studying
heuristics. The authors posit that heuristics primarily serve the purpose of reducing the effort …
heuristics. The authors posit that heuristics primarily serve the purpose of reducing the effort …
Heuristic processing can bias systematic processing: effects of source credibility, argument ambiguity, and task importance on attitude judgment.
High-and low-task-importance Ss (367 undergraduates) read a strong or weak
unambiguous message or an ambiguous message that was attributed to a high-or low …
unambiguous message or an ambiguous message that was attributed to a high-or low …
A PLS model to study brand preference: An application to the mobile phone market
Brands play an important role in consumers' daily life and can represent a big asset for
companies owning them. Owing to the very close relationship between brands and …
companies owning them. Owing to the very close relationship between brands and …
Attitudes and attitude change
▪ Abstract We review empirical and conceptual developments over the past four years (1992–
1995) on attitudes and persuasion. A voluminous amount of material was produced …
1995) on attitudes and persuasion. A voluminous amount of material was produced …