ISSN:0742-6046    

DOI:10.1002/mar.4220010302

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

年代:1984

数据来源: WILEY

摘要:

AbstractMusic intensifies pictures and colors words. It enriches the key messages and stimulates the listener, and often adds a form of energy available through no other source. Music may well be the single most stimulating component of advertising, and neither the diagnosticians nor the testers are giving it sufficient attention or credit.

ISSN:0742-6046    

DOI:10.1002/mar.4220010303

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

年代:1984

数据来源: WILEY

摘要:

AbstractThis paper presents an overview of the research in sensory and information overload in psychology and marketing. Several implications of this research for public policy, managerial decision making and for the behavior of consumers are discussed.

ISSN:0742-6046    

DOI:10.1002/mar.4220010304

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

年代:1984

数据来源: WILEY

摘要:

AbstractThe choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means‐end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discusse

ISSN:0742-6046    

DOI:10.1002/mar.4220010305

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

年代:1984

数据来源: WILEY

摘要:

AbstractThere have been numerous attempts to measure power in marketing channels, most relying on perceptions reported by the channel entities. Such measures have been shown to suffer from considerable bias (Phillips 1981). In particular, perceptions from different sides of a channel dyad may not be in close agreement. This study attempts to identify some consequences of such a perceptual disparity.

ISSN:0742-6046    

DOI:10.1002/mar.4220010306

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

年代:1984

数据来源: WILEY

摘要:

AbstractThere has been little, if any attempt to develop a standard operationalization of response quality in marketing research. Additionally, marketing studies using response quality have been almost exclusively mail surveys. This study employs a theoretical base from the Self‐Disclosure literature in operationalizing response quality in telephone and mall intercept interview

ISSN:0742-6046    

DOI:10.1002/mar.4220010307

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

年代:1984

数据来源: WILEY

摘要:

AbstractThe parallel response paradigm, set forth by Leventhal (1970), offers an explanation that accounts for the conflicting effects of facilitation and inhibition which result from fear arousal. Using this paradigm as a framework, the relationship between fear and purchase intentions was explored in a mail survey using a window protection device as a sample product. Results revealed a positive association between fear and purchase intentions.

ISSN:0742-6046    

DOI:10.1002/mar.4220010308

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

年代:1984

数据来源: WILEY

摘要:

AbstractEvidence is presented from both basic and applied EEG studies which validates the use of EEG methods as evaluators of advertising effectiveness. Despite variations in methodology and interpretation, there is considerable consensus on the ability of the EEG to reflect cognitive and attentive processes. Studies are also cited which have independently replicated our findings on the relationship of EEG to recall, frequency of ad exposure, and advertising content. New research data from our laboratory are presented on the relationships of brain response and respondents' ratings to purchase simulation. Cross‐validation of advertising research methods is also discusse

ISSN:0742-6046    

DOI:10.1002/mar.4220010309

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.4220010310

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.4220010311

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

年代:1984

数据来源: WILEY