ISSN:0742-6046    

DOI:10.1002/mar.4220010202

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

年代:1984

数据来源: WILEY

摘要:

AbstractThis paper focuses on methodological concerns of interest to advertising researchers who seek to employ electroencephalographic (EEG) methods for assessing the impact of advertising stimuli. It is suggested that the validity of EEG applications in advertising research needs to be demonstrated on the basis of examining relationships between EEG measures and more traditional measures of evaluating advertising effectiveness. More attention needs to be focused on determining the content‐specific cues that engage the viewer's attentional processes. Further research is necessary to determine hemispheric differences in processing emotional cues in advertising stimuli and relationships between subjective reactions to advertising stimuli and lateralized differences in activation patterns. It is suggested that individual differences in hemispheric preferences may be related to response to advertising stimuli and that computersimulated brain topographical techniques may by useful in revealing shifts in region‐specific activation patterns during exposure to advertising stimuli such as television commerci

ISSN:0742-6046    

DOI:10.1002/mar.4220010203

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

年代:1984

数据来源: WILEY

摘要:

AbstractIn a simulated cola taste test, experimenters' nonverbal behaviors influenced subjects' cola choices, although subjects expressed no awareness of the experimenters' impact. Nonverbal intimacy behaviors may make subjects feel comfortable in same‐sex pairs and uncomfortable in mixed‐sex pairs, resulting in an association of these internal states with cola preferen

ISSN:0742-6046    

DOI:10.1002/mar.4220010204

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

年代:1984

数据来源: WILEY

摘要:

AbstractA social‐cognition model of consumer satisfaction/dissatisfaction was tested in an experimental study. The model posits that satisfaction is a function of one or more congruities between perceptual and evoked referent states. Four congruity variables involving expected, ideal, deserved, new, and old product performance were selected to demonstrate congruity dynamics in consumer satisfaction/dissatisfaction. The results were found to be supportive of the model, paving the way for more field testin

ISSN:0742-6046    

DOI:10.1002/mar.4220010205

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

年代:1984

数据来源: WILEY

摘要:

AbstractThis paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.

ISSN:0742-6046    

DOI:10.1002/mar.4220010206

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

年代:1984

数据来源: WILEY

摘要:

AbstractThis article reports initial work in developing an improved consumer involvement measure that can be applied across a number of product categories. The intent was to develop a short, easy‐to‐use scale that practitioners could use in a variety of consumer research settings, especially field designs. Factor analysis was used to reduce a list of 22 items to a final list of 6 items. The preliminary evidence on reliability and validity is encouraging, and suggestions are made for further testing of this new sc

ISSN:0742-6046    

DOI:10.1002/mar.4220010207

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

年代:1984

数据来源: WILEY

摘要:

AbstractDespite the large amount of research on mail questionnaires, there has been little effort toward the development of a questionnaire response theory that might guide the design of mail survey research. The authors conceptualize mail questionnaire response as a series of responses to a set of stimuli rather than a single decision to respond or not respond. A review of the mail survey response literature is provided and cognitive dissonance theory is used to explain why particular techniques are effective. Four types of nonrespondents are identified and suggestions are provided for the use of incentives, prenotification, follow‐up contacts, type of postage, and cover letter treatment

ISSN:0742-6046    

DOI:10.1002/mar.4220010208

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

年代:1984

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220010201

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

年代:1984

数据来源: WILEY