摘要:

AbstractDifferences in emotional response, cognitive response, attitude toward the ad and attitude toward the brand were observed after subjects were exposed to advertising messages of different modalities (audiovisual vs. audio‐only) and appeals (rational vs. emotional). Hypothesized causal models depicting the relationships among the dependent measures were tested using LISREL. Results sup ported the mediating roles of both emotional and cognitive responses in the acceptance of advertising message

ISSN:0742-6046    

DOI:10.1002/mar.4220040303

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

摘要:

AbstractMany social roles are associated with and identified by product symbols. Yet, frequently, there is much ambiguity among consumers regarding which products denote a given role, and the specific products which communicate desired role attributes. The study examines factors influencing the diversity of clothing symbols associated with the female executive role. A conceptual framework focusing on role‐related variables, aesthetic versus instrumental attitudes towards clothing, and information sources consulted in relation to clothing choice is developed and tested on data from a national survey of female executive

ISSN:0742-6046    

DOI:10.1002/mar.4220040304

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

摘要:

AbstractThe effect of exposure to television drug advertising on children's attitudes toward proprietary medicines and medicine use was investigated in two experiments. The first experiment presented the commercials in a realistic program context fashion. The second experiment presented the commercials in a more direct and controlled manner. Using drug questionnaires, the subjects were assessed for their attitudes regarding the use of proprietary drugs. The results of both studies indicated that exposure to drug advertising had little influence on children's attitudes. Furthermore, children preferred not to watch drug commercials in comparison to a TV program or other types of commercials.

ISSN:0742-6046    

DOI:10.1002/mar.4220040305

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

摘要:

AbstractThe effects of family branding were investigated in a laboratory experiment. Results showed a tendency for the overall affect associated with the brand name, to generalize new and different products. The mediating effects of similarity (between the current and new product) on this relationship were also demonstrated. The greater the similarity between the current and new product, the greater the transfer of positive or negative affect to that new product. The data also suggested that a brand's reputation for excellence in one product area may have a negative impact on consumer ratings of new products in an unrelated product area. Marketing implications are discussed.

ISSN:0742-6046    

DOI:10.1002/mar.4220040306

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

摘要:

AbstractThe present paper focuses on strategic household purchase decisions; i.e., major, complex buying decisions with long‐term bindings of economic resources. An in‐depth study of house buying in two‐career households demonstrated preferences (goals) to be ambiguous, and consequences to be modestly understood and partly uncovered after the purchase. Only a few alternatives were considered, and they were from different broad need‐satisfying categories such as purchase of apartment or house, or renting. No direct comparisons of alternatives were observed to take place. The purchase decisions were based on few, very crude decision criteria working as guidelines for judging whether or not the alternatives considered were acceptable, while the final choice seemingly was made according to an affect‐referral deci

ISSN:0742-6046    

DOI:10.1002/mar.4220040307

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

摘要:

AbstractAttraction and substitution effects have been shown to be important determinants of brand choice when a new brand is added to a choice set. A simple framework is proposed for predicting the effect on relative market shares when a new brand is added to the choice set in an experimental setting. The study attempts to replicate previous results concerning the relative impact of attraction and similarity and to extend empirical findings to brand attribute positionings not examined in recent research on the attraction effect. Generally, the proposed framework operates as hypothesized, and results suggest that, in some instances, a new brand may benefit substantially from the joint effects of attraction and similarity.

ISSN:0742-6046    

DOI:10.1002/mar.4220040308

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220040302

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1987

数据来源: WILEY