摘要:

This research examined the effects of corrective advertising (advertising that corrects for previously made ad claims found to be deceptive) on brand and advertiser evaluations. Experiment 1 showed that brand evaluations were less favorable after (vs. before) company‐sponsored corrective advertising when prior evaluations of the advertiser were negative, but not when they were positive. On the other hand, advertiser evaluations were less favorable after corrective advertising when prior evaluations of the advertiser were positive, but not when they were negative. Experiment 2 was designed to examine the mechanisms underlying these effects. Brand beliefs and cognitive responses to the corrective ad were found to mediate the effects of prior advertiser evaluations on brand evaluations. Advertiser evaluations were affected by cognitive and affective responses made to the corrective ad. Implications of these findings are discussed.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0503_01

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

We present a theoretical framework that posits compulsive buying behavior as a function of various psychological processes and personality traits. We analyze data from actual consumers using a new constrained maximum likelihood clusterwise regression procedure to examine the nature of consumer heterogeneity in compulsive buying behavior. This empirical analysis distinguishes between 2 clusters, or groups, of compulsive buyers in terms of differential drivers of their compulsive buying. A posterior regression analysis reveals additional differences in background characteristics for each cluster. A discussion of future research issues and other applications is provided.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0503_02

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Chinese names consist of logographs that represent the meanings of a word, whereas English names consist of alphabetic letters that represent the sound of the word. Therefore, we propose that Chinese brand attitudes are primarily affected by the match between script associations and brand associations, but brand attitudes of English names are primarily affected by the match between sound associations and brand associations. A cross‐cultural study conducted in China and the United States confirms these predictions. These findings add further evidence to the stream of research that shows how structural features of languages and writing systems affect consumer behavior.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0503_03

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Critics of the experimental method claim that experiments rely too heavily on artificial settings, rely too heavily on college student participants, and do not provide practical solutions to applied problems. Contrary to these claims, I review evidence suggesting that natural research settings are often overrated, artificial research settings are often underrated, college student research participants provide remarkably useful data, and concrete thinking (i.e., focusing on superficial surface details rather than on underlying fundamental abstract principles) impedes learning and problem solving. Moreover, I suggest that much of the confusion concerning the experimental method stems from a preference for different types of information among different groups of individuals. A clearer understanding of this preference difference is needed to facilitate effective intercommunication between scientists and practitioners.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0503_04

出版商:Wiley    

年代:2008

数据来源: WILEY

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0503_05

出版商:Wiley    

年代:2008

数据来源: WILEY