No full-text available
To read the full-text of this research,
you can request a copy directly from the author.
Werbewirkungsmodelle
Abstract
Werbewirkungsmodelle befassen sich mit der Frage, wie Werbung ihr eigentliches Ziel erreicht. Was also genau ist mit Werbewirkung gemeint? Und unter welchen Bedingungen ist eine bestimmte Werbung wirksam? Zur Beantwortung dieser Fragen werden Werbewirkungsmodelle betrachtet. Sie machen Aussagen darüber, wie und warum Werbebotschaften die Beworbenen erreichen – oder eben nicht erreichen. Die einfachsten Vorstellungen gehen davon aus, dass die Werbung nur geschickt genug gemacht sein muss: Solche Reiz-Reaktions-Modelle stellen den Ausgangspunkt dar. Da zwischen Reiz und Reaktion allerdings diverse Prozesse ablaufen, wurden zunehmend differenzierte Werbewirkungsmodelle formuliert. Aus diesen Modellen lassen sich Gestaltungsempfehlungen ableiten, und sie können die vielfältigen Befunde zur Wirkung einzelner Gestaltungselemente integrieren. Die Darstellung der Werbewirkungsmodelle vermittelt zudem eine Idee davon, auf welchen Ebenen und mit welchen Methoden Werbewirkung vorhergesagt und evaluiert werden kann.
Das zweite Kapitel des Buchs befasst sich mit Grundlagen des Marketing- und Vertriebsmanagements. Zunächst wird die Evolution der beiden Funktionsbereiche vorgestellt, um die historische Entwicklung von Anfang des 20. Jahrhunderts bis in die Gegenwart wissenschaftlich und praxisorientiert einordnen zu können. Darauf aufbauend werden die Aufgaben des Marketings und Vertriebs als Managementprozess aufgezeigt und der Rahmen für die M&V-Schnittstelle gesetzt. Mit konkreten Beispielen werden die Aufgaben des Marketing- und Vertriebsprozesses beleuchtet, um bereits an dieser Stelle die hohe Relevanz für die Zusammenarbeit der beiden Funktionseinheiten zu unterstreichen. Trends und Herausforderungen, wie neue Technologien, Digitalisierung, Globalisierung sowie sich verändernde Marktplätze oder Kundenbedürfnisse wirken sich heute wie auch morgen auf das Marketing und den Vertrieb aus. Das Kapitel zeigt auf, welche Ansätze es für das Marketing und den Vertrieb gibt, um sich diesen Trends und Herausforderungen zu stellen. Zuletzt befasst sich dieses Kapitel mit einem zentralen Thema des Marketings und Vertriebs: dem Management von Kundenbeziehungen. Gerade im Kundenbeziehungsmanagement (CRM) und der Customer Journey ist die „integrierte Zusammenarbeit von Marketing und Vertrieb“ unverzichtbar und von herausragender Bedeutung. Aus diesem Grund werden die beiden Themenbereiche wissenschaftlich und praxisorientiert vorgestellt.
Die Erkenntnisse aus der Praxis und Forschung zeigen auf, dass globale Strategien in der Werbung und im Marketing auf den ersten Blick zwar sinnvoll und kostengünstig wirken, jedoch im Nachhinein nachhaltig teurer sind und teilweise tiefgreifende Imageschäden anrichten. Dieses Kapitel gibt einen Überblick über interkulturelle und globale Konzepte der Werbung und des Marketings und stellt einige Beispiele aus der Praxis vor, in denen Unternehmen lokale kulturspezifische und globale kulturübergreifende Elemente im Marketing vereinen.
Zur Beschreibung und Erklärung von Arbeitsverhalten wurden in der Arbeits- und Organisationspsychologie unterschiedliche Theorien entwickelt. Behavioristischen Theorien liegt eine Modellierung des Verhaltens als Reiz-Reaktions-Beziehung zugrunde. Hierzu gehören auch die Konzepte der klassischen und operanten Konditionierung. Im Rahmen des Informationsverarbeitungsansatzes wird angenommen, dass menschliches Arbeitsverhalten anhand von Annahmen über interne (kognitive) Strukturen und Prozesse – insbesondere die Aufnahme und Verarbeitung von Informationen – erklärbar ist. Handlungstheorien gehen davon aus, dass Arbeitshandlungen in erster Linie als Mittel zur Erreichung von Zielen zu verstehen und zu erklären sind, wobei Ziele Ausgangspunkte und Regulationskomponenten des Handelns darstellen. Die Tätigkeitstheorie befasst sich schließlich nicht nur mit der kognitiven Strukturierung von Tätigkeiten, sondern auch mit den sozialen und motivationalen Aspekten des Arbeitshandelns.
Ss received consensus information that was either congruent or incongruent with the valence of persuasive message content. In Experiment 1 Ss believed that their processing task was either important or unimportant whereas in Experiment 2 all Ss believed that their task was unimportant. In accord with the heuristic–systematic model's sufficiency principle, high-task-importance Ss exhibited a great deal of systematic processing regardless of congruency, whereas low-importance Ss processed systematically only when they received incongruent messages; in the congruent conditions heuristic processing dominated. Attitude data generally reflected these processing differences and confirmed the additivity and attenuation assumptions of the model. The utility of the sufficiency principle for understanding motivation for elaborative processing and the relevance of the findings to understanding the processing and judgmental effects of expectancy disconfirmation are discussed.
Research dealing with various aspects of* the theory of planned behavior (Ajzen, 1985,
1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is
found to be well supported by empirical evidence. Intentions to perform behaviors of different
kinds can be predicted with high accuracy from attitudes toward the behavior, subjective
norms, and perceived behavioral control; and these intentions, together with perceptions of
behavioral control, account for considerable variance in actual behavior. Attitudes, subjective
norms, and perceived behavioral control are shown to be related to appropriate sets of salient
behavioral, normative, and control beliefs about the behavior, but the exact nature of these
relations is still uncertain. Expectancy value formulations are found to be only partly
successful in dealing with these relations. Optimal rescaling of expectancy and value
measures is offered as a means of dealing with measurement limitations. Finally, inclusion of
past behavior in the prediction equation is shown to provide a means of testing the theory*s
sufficiency, another issue that remains unresolved. The limited available evidence concerning
this question shows that the theory is predicting behavior quite well in comparison to the
ceiling imposed by behavioral reliability.
Although people differ in how easily they can be influenced, little evidence is available concerning the source of these individual differences. A meta-analytic review was conducted to determine whether message recipients' self-esteem or intelligence predicts influenceability. Recipients of moderate self-esteem proved to be more influenceable than those of low or high esteem. According to the Yale-McGuire model, this curvilinear pattern stems from individual differences in reception of as well as yielding to the influence appeal. Recipients low in self-esteem have difficulty receiving the message; those high in self-esteem tend not to yield. Low intelligence recipients were more influenceable than highly intelligent ones. Findings highlight the importance of message reception in understanding the processes of opinion change. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Adequately conceptualizing and measuring the involvement construct Has been one of the most controversial topics in advertising research. This task is especially important given the many involvement-driven frameworks (e.g., the elaboration likelihood model) now being advanced in advertising. The present study proposes a framework that closely scrutinizes the involvement constructs antecedents, state properties, measures, potential confounds, and consequences. Four emerging research streams in involvement are presented in the context of the framework. Implications for researchers attempting to manipulate and measure involvement in experimental advertising research are provided.
The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.
Despite years of controversy, recent research demonstrated that, if goal-relevant, subliminal advertising can be feasible. To further elucidate the workings and limits of subliminal advertising, the present study examined the role of habits. Participants chose between two brands, one of which was subliminally primed. If neither brand was habitually consumed more frequently than the other, results from previous research were replicated. However, subliminally priming the more habitual brand did not increase brand choice. Remarkably, when the advertised brand was competing with a more habitual brand, priming increased choice for the primed brand at even the expense of the habitual choice.
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer-how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize five generalizations about how advertising works and propose directions for further research. Advertising effects are classified into intermediate effects, for example, on consumer beliefs and attitudes, and behavioral effects, which relate to purchasing behavior, for example, on brand choice. The generalizations suggest that there is little support for any hierarchy, in the sense of temporal sequence, of effects. The authors propose that advertising effects should be studied in a space, with affect, cognition, and experience as the three dimensions. Advertising's positioning in this space should be determined by context, which reflects advertising's goal diversity, product category, competition, other aspects of mix, stage of product life cycle, and target market.
We structure our review in three general clusters. First, we discuss major theoretical perspectives on the processes by which communication-induced attitude change occurs and affects other variables. These theories illuminate when messages should be successful and when they should fail. Second, in keeping with the emphasis of this Handbook on the interrelations of key attitudinally-relevant variables, we examine causes of communication-induced attitude change, including factors that relate to change at message exposure and following it. Finally, we review the effects of communication-induced attitude change on such other potential outcomes as behavior, affects, beliefs, and awareness of change. We conclude with some thoughts about the future of research on communication and attitude change. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
To what extent can subliminal stimulation be used to influence human behavior? This study involving 105 college freshmen attempts to isolate and study a few of the possible variables. "The experimental group saw a classroom movie with the word 'beef' superimposed in flashes of –1₄₀₀ of a second every seven seconds; the control group just saw the movie. It was found that, compared to the control Ss, the experimental Ss (a) did not show increased verbal references to the stimulus word; (b) did not choose the stimulus object in a multiple choice situation (though sex differences were significant); but (c) did rate themselves significantly more hungry. It was also found that hours of food deprivation did not influence any of these relationships. 15 refs. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Proposes an explicit definition of consumers' product expectations as pretrial beliefs about the product. Specific expectations about a product characteristic were created by exposing 38 married female consumers to 3 advertisements, each of which described 1 salient attribute of the product (ground coffee). These expectations were then negatively disconfirmed by a controlled trial experience with the product. For a wide range of cognitive variables, the disconfirmation caused negative changes in product evaluations. However, postdisconfirmation evaluations were not so negative as the product ratings of a nondisconfirmed control group that merely evaluated the product in absence of manipulated expectations. Results are consistent with both dissonance and assimilation–contrast theory. (30 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors' empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.
A popular distinction in cognitive and social psychology has been between intuitive and deliberate judgments. This juxtaposition has aligned in dual-process theories of reasoning associative, unconscious, effortless, heuristic, and suboptimal processes (assumed to foster intuitive judgments) versus rule-based, conscious, effortful, analytic, and rational processes (assumed to characterize deliberate judgments). In contrast, we provide convergent arguments and evidence for a unified theoretical approach to both intuitive and deliberative judgments. Both are rule-based, and in fact, the very same rules can underlie both intuitive and deliberate judgments. The important open question is that of rule selection, and we propose a 2-step process in which the task itself and the individual's memory constrain the set of applicable rules, whereas the individual's processing potential and the (perceived) ecological rationality of the rule for the task guide the final selection from that set. Deliberate judgments are not generally more accurate than intuitive judgments; in both cases, accuracy depends on the match between rule and environment: the rules' ecological rationality. Heuristics that are less effortful and in which parts of the information are ignored can be more accurate than cognitive strategies that have more information and computation. The proposed framework adumbrates a unified approach that specifies the critical dimensions on which judgmental situations may vary and the environmental conditions under which rules can be expected to be successful.
Twenty-one experiments regarding the strength of attitudinal conditioning for various brands of cola were performed. The conditioned stimulus, brand familiarity (various unknown, moderately known, and well-known cola brands), and the embedding context In which conditioning trials occurred (other known or unknown brands) were manipulated. Effects are strongest for unknown and moderately known brands and for colas conditioned In a context of known versus unknown brands. Evidence is also provided showing that attitudes are conditioned only when subjects are aware of the contingency between conditioned and unconditioned stimuli. Copyright 1991 by the University of Chicago.
Gorn's pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. Copyright 1989 by the University of Chicago.
In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.
The first 100 years of experimental psychology were dominated by 2 major schools of thought: behaviorism and cognitive science. Here the authors consider the common philosophical commitment to determinism by both schools, and how the radical behaviorists' thesis of the determined nature of higher mental processes is being pursued today in social cognition research on automaticity. In harmony with "dual process" models in contemporary cognitive science, which equate determined processes with those that are automatic and which require no intervening conscious choice or guidance, as opposed to "controlled" processes which do, the social cognition research on the automaticity of higher mental processes provides compelling evidence for the determinism of those processes. This research has revealed that social interaction, evaluation and judgment, and the operation of internal goal structures can all proceed without the intervention of conscious acts of will and guidance of the process.
The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors, expanding the pedagogical utilities and facilitating adoptions. The sixth edition includes: • updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation; • new studies of health campaigns; • expanded coverage of social media marketing; • enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion. The fundamentals of the book - emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications - continue in the sixth edition.
A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes. Accordingly, the authors develop a general model of how consumers process and respond to trial experiences. This trial model then is integrated with a well-known advertising model to trace how (1) consumers react when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate these models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing research and practice.
In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered in the information-processing literature. The authors begin by reviewing this literature, placing particular emphasis on the assorted processes or mechanisms that have been suggested to mediate persuasion. To consolidate this material, the authors propose a framework that delineates three alternative strategies that people may use to process persuasive communications and form judgments, in which each strategy represents a different level of cognitive resources that is employed during message processing. In addition, the framework identifies a judgment correction stage that allows people to attempt to correct their initial judgments for biases that they perceive may have affected such judgments. The authors add to this by identifying particular processes that appear to mediate when and how these judgment formation and judgment correction processes operate. They also attempt to foster growth by specifying some of the critical issues and gaps in the knowledge that appear to impede further progress. Finally, the authors clarify how the proposed framework can inform the decisions advertising practitioners make about advertising execution and media factors.
This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new "integrated information response model" is proposed that appears to be in close accord with existing evidence.
This paper reviews extant research in classical conditioning effects in consumer behavior and advertising contexts to determine whether they are real or illusory. The empirical results reveal that in cases where classical conditioning effects were found, they could be countermined by the deficiencies in research methodologies, demand artifacts, the mediating role of contingency awareness, or some alternative mechanisms. In cases where the effects were not observed, the failure could be attributed to violations of the conditions for classical conditioning to occur or absence of contingency and demand awareness. It is concluded that thus far there has been no convincing evidence for classical conditioning effects on consumer behavior. Suggestions for future research in this area are presented.
Zusammenfassung: Im Unimodel wird Persuasion aufgefasst als ein Urteilsprozess, bei dem Empfangerinnen und Empfanger persuasiver Kommunikation aus gegebener Evidenz durch Anwendung von Hintergrundwissen Schlussfolgerungen ziehen. Alternativ zu Zwei-Prozess-Modellen der Persuasion stellen im Unimodel inhaltliche Argumente und heuristische/periphere Hinweisreize funktional aquivalente Informationstypen dar: Die Wirkung einer spezifischen Information auf Einstellungen hangt nicht davon ab, ob es sich um ein inhaltliches Argument oder um einen inhaltsunabhangigen Hinweisreiz handelt, sondern von einer Reihe von urteilsrelevanten Parametern. Befunde aus der Persuasionsforschung werden aus dieser Perspektive betrachtet. Daruber hinaus ergeben sich neue Vorhersagen, von deren empirischen Prufungen wir berichten. Schlieslich erfolgen eine Diskussion der Einwande von Zwei-Prozess-Theoretikern gegen die vorgestellte Ein-Prozess-Konzeption und ein Ausblick auf zukunftige Forschung.
In a recent article (Fishbein & Middlestadt, 1995) we attempted to show that much of the evidence supporting nonbelief-based models of attitude formation and change could be viewed as methodological artifacts. Perhaps not surprisingly, the article has stimulated a number of responses. Unfortunately, many of these commentaries appear to be more a defense of a dual processing model of attitude formation and change than an attempt to address what we believe to be a fundamental methodological issue in attitude research—namely, can one demonstrate nonbelief-based attitude formation or change without appropriately assessing the belief structure that theoretically underlies the attitude? In this article, we review the three types of evidence that were presented in support of nonbelief-based attitude formation and change, and we conclude that there is little empirical evidence to support such a nonbelief-based view. Other theoretical and methodological issues raised by the commentaries are also addressed.
Throughout the 1960s and 1970s, there was widespread acceptance of belief-based models of attitude formation and change. Beginning in the 1980s, a number of theories, models, and approaches began to argue for nonbelief-based determinants and to reject the notion of a purely cognitive, expectancy-value or multiattribute basis for attitude. In this article, we empirically demonstrate that many findings that appear to support this latter view may be nothing more than methodological artifacts resulting from the use of inappropriate (i.e., theoretically incorrect, noncorrespondent, or invalid) attitudinal predictors and/or criteria.
In Exp I, 244 undergraduates were exposed in a classical conditioning design to liked or disliked music (as determined in a pilot study with 10 Ss) as they viewed slides of the advertised product—blue or beige pens. Ss were asked to evaluate the music and were told they would receive a pen of their color choice. Results show that simple association between a product and another stimulus can affect product preferences/choices. Exp II with 122 undergraduates revealed that Ss in a decision-making mode were affected by the information contained in the commercial. Such information had less impact in nondecision-making situations where classical conditioning of the advertised product, through its pairing with the UCS in the commercial, accounted for subsequent choice behavior. (20 ref)
The Theory of Planned Behaviour (TPB) has received considerable attention in the literature. The present study is a quantitative integration and review of that research. From a database of 185 independent studies published up to the end of 1997, the TPB accounted for 27% and 39% of the variance in behaviour and intention, respectively. The perceived behavioural control (PBC) construct accounted for significant amounts of variance in intention and behaviour, independent of theory of reasoned action variables. When behaviour measures were self-reports, the TPB accounted for 11% more of the variance in behaviour than when behaviour measures were objective or observed (R2s = .31 and .21, respectively). Attitude, subjective norm and PBC account for significantly more of the variance in individuals' desires than intentions or self-predictions, but intentions and self-predictions were better predictors of behaviour. The subjective norm construct is generally found to be a weak predictor of intentions. This is partly attributable to a combination of poor measurement and the need for expansion of the normative component. The discussion focuses on ways in which current TPB research can be taken forward in the light of the present review.
The Advertising Research Foundation's (ARF's) influential Copy Research Validity Project (CRVP) endorsed ad likability, L ad, as the single best copy-test predictor of campaign sales results, and L ad scores are now widely used by practitioners to approve or reject ads for campaigns. The CRVP's findings are based on a between-groups experimental design and are incapable of proving whether L ad causes purchase, because individuals who like the ad could be different individuals from those who purchase the product. The present study is an individual-level, quasi-experimental test in which four ads for new brands of different products were copy tested and then "tracked" in simulated campaigns and posttested on brand-based communication effects. The CRVP's favorable findings for ad likability were not confirmed in these individual-level tests. For each of the four ads, L ad in the copy test significantly predicted brand attitude (A b) in the copy test, but failed to predict campaign-induced A b in the posttest.
Four studies were conducted to determine the level of processing that occurs during incidental ad exposure and the extent to which effects of such processing are driven by unconscious influences. Studies 1 and 2 indicate that the addition of semantically related product information in an ad facilitates activation of the product concept in memory. As a result, the advertised product is more likely to be included in a stimulus‐based consideration set even when the perceptual features of the product under consideration do not match the features of the product depiction in the ad. These results are consistent with conceptual fluency arising from a semantic analysis that occurs during incidental ad exposure. Studies 3 and 4 indicate that when an ad is devoid of other product‐related information (i.e., when it simply depicts a product by itself), processing is limited to a simple feature analysis. The effect of this analysis on consideration set judgment is foound when the shape of the advertised product is unfamiliar, and the perceptual features of the product under consideration match those of the product depiction in the ad. These results are consistent with the concept of perceptual fluency. Further, all four studies provide strong evidence that the response bias caused by incidental ad exposure is due to unconscious influences—advertised products were more likely to be included in a consideration set even when subjects were explicitly trying to avoid choosing products that were depicted in the ads.
Three experiments are used to investigate the influence of conditioning procedures on attention to a conditioned stimulus. In experiment 1, scenes presented in a sequence that is consistent with prescribed conditioning procedures are shown to encourage attention to the advertised brands in subsequent product displays. Experiment 2 suggests that differential attention to conditioned brands can be attributed to the signaling properties the brand acquires as a consequence of conditioning. Evidence from a third experiment raises the possibility that semantic conditioning may be responsible for the effects observed in experiments 1 and 2. The findings suggest that current prescriptions on the use of conditioning procedures may need to be updated. Copyright 1993 by the University of Chicago.
In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to believe. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in a less involving fashion, the effect of repetition on truth became more pronounced. Familiarity emerged as a key mediator of the truth effect. When subjects experienced an "it rings a bell" reaction, they judged the information to be more true. Finally, under low-involvement processing, the truth effect increased when subjects engaged in a processing task (rote rehearsal) that increased familiarity without increasing evaluative processing of the information. Copyright 1992 by the University of Chicago.
A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes. Analyses were also conducted to assess the robustness of the dual-mediation path model of the effects of ad attitudes. Results indicate support for the model as well as a more important role for the indirect influence of ad attitudes on brand attitudes (via brand cognitions) than that found in previous model tests. Copyright 1992 by the University of Chicago.
The impact of the feeling of warmth created by a commercial, as measured by the “warmth monitor,” is explored in a series of three studies. The first study examines the relationship between warmth and arousal as measured by skin response. The other studies explore the relationship between warmth and advertising responses such as liking of the ad and purchase likelihood through testing ads with warm and other execution strategies. They also test the effects of sequences of commercials on warmth responses and on the impact of the ad.
Die Legende von den geheimen Verführern
- H W Brand
- HW Brand
Conditioned reflexes
- J P Pawlow
Thought disruption and persuasion: Assessing the validity of attitude change experiments
- R E Petty
- T C Brock
- RE Petty
A micro approach to studying feeling responses to advertising: The case of warmth
- D A Aaker
- D M Stayman
- DA Aaker
Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective
- C P Haugtvedt
- J R Priester
- CP Haugtvedt