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Ad gist : ad communication in a single eye fixation

Pieters, Rik; Wedel, Michel - In: Marketing science 31 (2012) 1, pp. 59-73

Persistent link: https://www.econbiz.de/10009511628

The buffer effect : the role of color when advertising exposures are brief and blurred

Wedel, Michel; Pieters, Rik - In: Marketing science 34 (2015) 1, pp. 134-143

Persistent link: https://www.econbiz.de/10010497612

Analyst earning forecasts and advertising and R&D budgets : role of agency theoretic monitoring and bonding costs

Elsen, Millie; Pieters, Rik; Wedel, Michel - In: Journal of marketing research : JMR 53 (2016) 4, pp. 563-579

Persistent link: https://www.econbiz.de/10011537829

Heads up : head movements during ad exposure respond to consumer goals and predict brand memory

Pieters, Rik; Wedel, Michel - In: Journal of business research : JBR 111 (2020), pp. 281-289

Persistent link: https://www.econbiz.de/10012237814

The role of market orientation in advertising spending during economic collapse : the case of Turkey in 2001

Özturan, Peren; Ozsomer, Aysegul; Pieters, Rik - In: Journal of marketing research : JMR 51 (2014) 2, pp. 139-152

Persistent link: https://www.econbiz.de/10010362221

Utterly fresh perspectives on consumer research and advertising : introducing the special issue from the 2013 La Londe conference

Warlop, Luk; Shrum, L. J.; Merunka, Dwight; Barnier, … - In: Journal of business research : JBR 67 (2014) 7, pp. 1519-1521

Persistent link: https://www.econbiz.de/10010379287

Special section: Utterly fresh perspectives on consumer research and advertising

Warlop, Luk (contributor) - La Londe Conference in Marketing Communications and … - In: Journal of business research : JBR 67 (2014) 7, pp. 1519-1572

Persistent link: https://www.econbiz.de/10010379289

Using different advertising humor appeals to generate firm-level warmth and competence impressions

Hoang, Chi; Knöferle, Klemens; Warlop, Luk - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 741-759

Persistent link: https://www.econbiz.de/10014451245

Upfront, Mystery, and False Front Advertising : Why Their Effects on Consumer Evaluation Depend on Exposure Duration

Elsen, Millie - 2014

This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...

Persistent link: https://www.econbiz.de/10013051722