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A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising

Huhmann, Bruce A. - 2018

This book chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories - experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product...

Persistent link: https://www.econbiz.de/10014223886

Endorser gender and age effects in B2B advertising

Mohan, Mayoor; Ferguson, Jodie L.; Huhmann, Bruce A. - In: Journal of business research : JBR 148 (2022), pp. 60-75

Persistent link: https://www.econbiz.de/10013325446

Ethical issues in pharmaceutical marketing : a systematic review and future research agenda

Limbu, Yam B.; Huhmann, Bruce A. - In: Journal of global marketing 35 (2022) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10012821769

Gender role and social power in African and North American advertisements

Huhmann, Bruce A.; Argo, Jennifer J. - In: Advertising in developing and emerging countries : the …, (pp. 271-285). 2011

Persistent link: https://www.econbiz.de/10009261705

Social relationships and social anxiety appeals in direct-to-consumer advertising

Good, Megan C.; Huhmann, Bruce A. - In: Journal of marketing communications 24 (2018) 4, pp. 393-411

Persistent link: https://www.econbiz.de/10011880781

Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Huhmann, Bruce A.; Limbu, Yam B. - In: International journal of advertising : the quarterly … 35 (2016) 5, pp. 846-863

Persistent link: https://www.econbiz.de/10011618430

An eye-tracking study of attention to brand-identifying content and recall of taboo advertising

Myers, Susan D.; Deitz, George D.; Huhmann, Bruce A.; … - In: Journal of business research : JBR 111 (2020), pp. 176-186

Persistent link: https://www.econbiz.de/10012237793

Creative advertising executions encourage the processing advantages of product familiarity

Huhmann, Bruce A.; Limbu, Yam B. - In: Journal of current issues and research in advertising 41 (2020) 2, pp. 206-228

Persistent link: https://www.econbiz.de/10012245040

Measures of aesthetic dimensions and reactions in advertising

Zarzosa, Jennifer; Huhmann, Bruce A. - In: International journal of advertising : the review of … 38 (2019) 2, pp. 258-275

Persistent link: https://www.econbiz.de/10012200233

Special issue: Reinquiries in advertising research

Eisend, Martin (ed.); Franke, George R. (ed.); … - 2016

Persistent link: https://www.econbiz.de/10011453830