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Emotional experience and advertising effectiveness : on the use of EEG in marketing

Eijlers, Esther - 2020

Persistent link: https://www.econbiz.de/10012203501

The effect of emotionally-arousing ad appeals on memory : time and fit matter

Riemer, Hila; Noel, Hayden - In: International journal of advertising : the review of … 40 (2021) 7, pp. 1024-1046

Persistent link: https://www.econbiz.de/10012650617

Measuring the effects of visual scan codes in advertising

Fortin, David R.; Surovaya, Kate - In: International journal of internet marketing and … 12 (2018) 4, pp. 358-373

Persistent link: https://www.econbiz.de/10012139707

The persuasiveness of metaphor in advertising

Septianto, Felix; Pontes, Nicolas; Tjiptono, Fandy - In: Psychology & marketing 39 (2022) 5, pp. 951-961

Persistent link: https://www.econbiz.de/10013186894

The influence of humor in advertising : explaining the effects of humor in two-sided messsages

Eisend, Martin - In: Psychology & marketing 39 (2022) 5, pp. 962-973

Persistent link: https://www.econbiz.de/10013186896

Fine-Tuning von Werbebildern : ein verhaltenswissenschaftlicher Ansatz für die Werbung

Kramer, Dominik - 1998

Persistent link: https://www.econbiz.de/10000672606

Die generelle Einstellung deutscher Rezipienten gegenüber Werbung : eine qualitative und quantitative Modellvalidierung

Hardt, Anna A. - 1999

Persistent link: https://www.econbiz.de/10001365800

Color in Advertising

Gorn, Gerald; Chattopadhyay, Amitava; Yi, Tracey - 2012

A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively....

Persistent link: https://www.econbiz.de/10014163542

Emotional Cues’ Effects on Grotesque Advertising

Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - 2022

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether …) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising … cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers …

Persistent link: https://www.econbiz.de/10014084953

Brand Personality and Consumer Congruity : Implications for Advertising Strategy

Khan, Bilal Mustafa - 2010

image is a key to win larger market share. This paper examines the influence of brand personality on advertising response in … Congruence (BPC) and attempts to establish a relationship between self-congruency and advertising response measures. The study is …-congruity and advertising response measures which include attitude towards the ad, attitude towards the brand and behavioral …

Persistent link: https://www.econbiz.de/10013143200