Advances in Advertising Research (Vol. V): Extending the by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro PDF

By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

ISBN-10: 3658081317

ISBN-13: 9783658081317

ISBN-10: 3658081325

ISBN-13: 9783658081324

Advances in ads learn are released by way of the eu advertisements Academy (EAA). This quantity is a compilation of study provided on the twelfth overseas convention in advertisements (ICORIA) which was once held in Zagreb (Croatia) in June 2013. The convention accumulated a hundred and five prime researchers from 23 international locations less than the convention topic “To Boldly Go... Extending the bounds of Advertising”. The publication offers overseas cutting-edge learn with 23 articles via popular students from the global ICORIA network.

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Extra resources for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising

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5, 550-559. A. (2000), "Social Marketing: An Evolving Definition" in: American Journal of Health Behavior, Vol. 24, No. 1, 11-17. ;A. Turrini and E. Tanzi (2012), "Non Castigat Ridendo Mores: Evaluating the Effectiveness of Humor Appeal in Printed Advertisements for HIV/AIDS Prevention in Italy" in: Journal of Health Communication: International Perspectives, Vol. 17, No. 9, 1011-1027. Starks, H. B. Trinidad (2007), "Choose Your Method: A Comparison of Phenomenology, Discourse Analysis, and Grounded Theory" in: Qualitative Health Research, Vol.

To this end, four sets of hypotheses were formulated regarding the predicted effects 1 Perceptual fluency refers to the ease of processing the perceptual characteristics of a given stimulus (Bornstein and D’Agostino, 1994), whereas conceptual fluency is the ease of processing the meaning of a stimulus (Whittlesea, 1993). 32 Kyrousi and Panigyrakis of advertisement colored backgrounds varying across a single color dimension, that of hue2 (blue, red and achromatic), on explicit and implicit memory.

Paquin (2013), "Shame-Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals" in: Psychology & Marketing, Vol. 30, No. 9, 811-825. Brennan, L. and W. Binney (2010), "Fear, guilt, and shame appeals in social marketing" in: Journal of Business Research, Vol. 63, No. 2, 140-146. G. S. Babrow (2004), "The Role of Empathy in Responses to Persuasive Risk Communication: Overcoming Resistance to HIV Prevention Messages" in: Health Communication, Vol. 16, No. 2, 159-182.

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Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki


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