| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
373068042 Buchausg. u.d.T.: ‡Current insights and future trends |
| ISBN |
978-3-8349-4290-6 |
| Name |
Eisend, Martin |
| Langner, Tobias |
| Name ANZEIGE DER KETTE |
Langner, Tobias |
| Name |
Okazaki, Shintaro |
| T I T E L |
Advances in Advertising Research (Vol. III) |
| Zusatz zum Titel |
Current Insights and Future Trends |
| Verlagsort |
Wiesbaden ; s.l. |
| Verlag |
Imprint: Gabler Verlag |
| Erscheinungsjahr |
2012 |
| 2012 |
| Umfang |
Online-Ressource (XII, 432p. 59 illus, digital) |
| Reihe |
European Advertising Academy |
| Notiz / Fußnoten |
Description based upon print version of record |
| Weiterer Inhalt |
Preface; The European Advertising Academy (EAA); Table of Contents; Part I Advertising Content, Appeals and Execution; Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia; 1 Purpose of the study; 2 Theory background and hypotheses development; 3 Study 1; 3.1 Procedure; 3.2 Sample; 3.3 Results; 4 Study 2; 4.1 Procedure; 4.2 Sample; 4.3 Results; 5 Conclusions and suggestions for further research; 6 References; Emotional Responses to Nature in Advertising and Real Nature; 1 Introduction; 2 Theoretical framework; 3 Method; 4 Results. 5 Discussion and implicationsAcknowledgments; 6 References; 7 Appendix: Selection of experimental advertisements; Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations; 1 Introduction; 2 Theoretical background; 3 Previous research; 3.1 Model attractiveness vs. model size; 3.2 Effect of model size on appearance self-esteem; 3.3 Effects of model size on product evaluations; 4 Empirical study; 4.1 Experimental design; 4.2 Pretest to develop test advertisements; 4.3 Dependent variables, sample, and procedure; 4.4 Results; 5 Conclusions; 6 References. Reducing Choice Conflict for Complex Products through Categorization1 Introduction: The downside of product variety; 2 Theoretical background: Choice overload, choice conflicts and product categorizations; 2.1 Empirical findings concerning choice overload and choice conflicts; 2.2 The importance of assortment structure; 2.3 The mere categorization effect; 2.4 The moderating role of familiarity; 3 Hypothesis: Meaningful categories reduce choice conflict for complex products; 4 Experiment: The impact of assortment categorization on choice conflicts in the choice making for complex products. 4.1 Experimental design and participants4.2 Pretest and stimuli; 4.3 Procedure; 4.4 Results; 5 Conclusion: Towards a theory of classification; 6 References; Immediate and Delayed Effects of Message Sidedness; 1 Introduction; 2 Theoretical background; 2.1 The trade-off between valence and balance; 2.2 Immediate and delayed effects of sidedness; 3 Method; 4 Results; 4.1 Hypothesis 1: Multiple mediation; 4.2 Hypothesis 2: Interaction effects; 4.3 Hypotheses 3: Moderated mediation; 5 Discussion; 6 References; Part II Corporate Responsibility, Social Issues and Advertising. The Impact of Message Sidedness on Adolescents' Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement1 Introduction; 2 Theoretical framework and hypothesis development; 3 Method; 3.1 Design and stimuli; 3.2 Participants and procedures; 3.3 Measures; 3.3.1 Independent variables; 3.3.2 Dependent variable; 4 Results; 4.1 Manipulation check; 4.2 Test of the hypotheses; 5 Discussion; 6 Implications for practitioners; 7 Further research; 8 End conclusion; 9 References; Effects of Green Seals of Approval on Brand Perceptions; 1 Introduction. 2 Theoretical background and hypotheses |
| Titelhinweis |
Buchausg. u.d.T.: ‡Current insights and future trends |
| ISBN |
ISBN 978-3-8349-4291-3 |
| Klassifikation |
KJSM |
| KJS |
| BUS043000 |
| 658.8 |
| HF5410-5417.5 |
| QP 630 |
| Kurzbeschreibung |
Advertising Content, Appeals, and Execution -- Corporate Responsibility, Social Issues, and Advertising -- Social Media, Online, and Mobile Advertising -- Product Placement -- Gender, Children, and Advertising -- Consumers, Companies, Brands, and their Relationships |
| 2. Kurzbeschreibung |
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network. |
| 1. Schlagwortkette |
Werbung |
| Corporate Social Responsibility |
| Soziale Software |
| Aufsatzsammlung |
| ANZEIGE DER KETTE |
Werbung -- Corporate Social Responsibility -- Soziale Software -- Aufsatzsammlung |
| SWB-Titel-Idn |
370653513 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1007/978-3-8349-4291-3 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
