John Pracejus

University of Alberta | UAlberta · Department of Marketing, Business Economics and Law

Anchored in social-justice philosophy, the Fair Trade (FT) system aims to help producers in poor/developing countries through contributions from consumers in wealthy parts of the world. Focusing on consumers who have not yet adopted FT products, we examine marketing options for broadening the Fair Trade system by encouraging the involvement of this...

A number of different methods have been used to enhance the level of message relevance to the viewer based on past behavior (e.g., retargeting), and/or specific information about the shopper (e.g., microtargeting). Sometimes consumers see ads created by other consumers. In all of these cases the ads are something that happens “to” the viewer. While...

Thirteen years ago, “The role of brand-cause fit in the effectiveness of cause-related marketing campaigns” was published in the Journal of Business Research. Since then it has been cited over 400 times according to Google Scholar, making it among the top 100 most cited articles published by that journal. The paper’s contribution and impact may be...

Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior Bundling is the practice of selling two or more products together, often at a discounted price. In this article, we extend the concept of bundling to a wide variety of choice settings. We argue that bundle choice covers consumer decision scenarios which differ with...

Previous work has demonstrated that the use of white space in advertising communicates specific meanings to consumers and that this meaning derives from particular historical moments in the art and visual rhetoric of 20th-century North America. The use of “empty space” in ads, however, can also be conceptualized as a signal of burning money, which...

This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning af...

Print advertising frequently employs multiple images within a single advertisement, each of which is capable of generating an affective response. Little is known, however, about how these multiple ad components combine to impact overall emotional response to advertising. Evidence from three experiments suggests that when advertisement images are al...

We conceptualize, develop, and test a multiple-item bundle valuation model through which decision makers are able to make inferences about the value of uncertain items based on the value of certain items. Results of four experiments indicate that bundling a low-value certain item with a high-value uncertain item, which are not substitutes, results...

We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it is not a picture and its history is both accessible an...

The research reported in this article examines how multiple affective stimuli of differing valence (i.e., both positive and negative) are integrated into an overall affective response. Prior research on the integration of positive and negative information has not focused on affect, and previous affect integration research has not considered both po...

Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In terms of trade-offs against price discounts, donation to a high-fit charity ca...

A series of three studies examines potential consumer confusion associated with the advertising copy used to describe cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. The first study assesses the relative frequency of various copy formats in CRM on the Internet. The authors find tha...

A series of five studies examine potential consumer confusion associated with the "percentage of profit" wording often used to describe cause-related marketing in which money is donated to a charity each time a consumer makes a purchase. The initial four studies demonstrate that (1) expressing the donation amount as a percentage of profit leads to...

Multidisciplinary evidence suggests that people often make evaluative judgments by monitoring their feelings toward the target. This article examines, in the context of moderately complex and consciously accessible stimuli, the judgmental properties of consciously monitored feelings. Results from four studies show that, compared to cold, reason-bas...