Online platforms often face challenges being both fair (i.e., non-discriminatory) and efficient (i.e., maximizing revenue). Using computer vision algorithms and observational data from a microlending marketplace, we find that choices made by borrowers creating online profiles impact both of...

This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were exposed to the same incumbent’s campaign but...

"Anxiety disorders are the most common mental illnesses in the world, affecting up to one in eight adults each year, but in our workplaces, and among our leaders, anxiety has been a hidden problem-there in plain sight but ignored. Until now. The Anxious Achiever is a book with a mission: to...

"Advertising is selling us a dream, a lifestyle. It promises us fulfilment and tells us where to buy it - from international flights to a vast array of goods we consume like there is no tomorrow. The truth is, if advertising succeeds in keeping us on our current trajectory, there may not be a...

Kund:innen kaufen Packungen, nicht Produkte. Packungen sollen die Attraktivität von Produkten steigern, den rationalen und emotionalen Nutzen signalisieren und zum Kauf verführen. Entdecken Sie in diesem Buch die Möglichkeiten der verschiedenen Verpackungscodes und nutzen Sie deren Potenzial....

"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make...

Childhood obesity around the world, and particularly in the United States, is an escalating problem that is especially detrimental as its effects carry on into adulthood. In this paper we employ the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal...

This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand, and moderating role of self-monitoring in the relationships between perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from...

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across...

Online platforms often face challenges being both fair (i.e., non-discriminatory) and efficient (i.e., maximizing revenue). Using computer vision algorithms and observational data from a microlending marketplace, we find that choices made by borrowers creating online profiles impact both of...

Der folgende Beitrag behandelt Archetypen von Marken und deren Einfluss auf die Kundenwahrnehmung im Hinblick auf die Marken. Abgeleitet von der Hypothese, dass die bestehende Loyalität zum Markenimage einen stärkeren Effekt auf die Konsumenten erzeugt, werden Firmen in der...

Which contribution can archetypal motives in commercials perform regarding a successful customer approach? Basing on the hypothesis that archetypes can contribute to the success of a brand personality, the relevance of archetypes for brand management is demonstrated. Then four successful...

This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria...

This article examines the archetypal brand positioning in the deodorant industry for men in Germany. It is based on the hypotheses that brand positioning follows archetypal principles and that the brands address either very similar or very different archetypes. A new positioning model is...

"The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing...

Advertising helps in selling. It helps in selling through the art and business of persuasive communication. With emphatic use of language, the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers. Advertising makes a psychological impact on the...

This paper applies the theories of exposure order effects, developed in the psychology literature, to an industrial organization model to explore their role in advertising competition. There are two firms and infinitely many identical consumers. The firms produce a homogeneous product and...

This article examines the use of verbal connotation and visual symbolism in the televised advertising campaign of True Match by L'Oréal (2013). It analyzes a series of three 30-second commercials of the same product using two qualitative approaches: Barthes' connotation and Pierce's symbolism....

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as "smellizing" it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3),...