Advances in Advertising Research (Vol. III) : Current Insights and Future Trends

Online-Ressource (XII, 432p. 59 illus, digital)

Description based upon print version of record

Preface; The European Advertising Academy (EAA); Table of Contents; Part I Advertising Content, Appeals and Execution; Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia; 1 Purpose of the study; 2 Theory background and hypotheses development; 3 Study 1; 3.1 Procedure; 3.2 Sample; 3.3 Results; 4 Study 2; 4.1 Procedure; 4.2 Sample; 4.3 Results; 5 Conclusions and suggestions for further research; 6 References; Emotional Responses to Nature in Advertising and Real Nature; 1 Introduction; 2 Theoretical framework; 3 Method; 4 Results

5 Discussion and implicationsAcknowledgments; 6 References; 7 Appendix: Selection of experimental advertisements; Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations; 1 Introduction; 2 Theoretical background; 3 Previous research; 3.1 Model attractiveness vs. model size; 3.2 Effect of model size on appearance self-esteem; 3.3 Effects of model size on product evaluations; 4 Empirical study; 4.1 Experimental design; 4.2 Pretest to develop test advertisements; 4.3 Dependent variables, sample, and procedure; 4.4 Results; 5 Conclusions; 6 References

Reducing Choice Conflict for Complex Products through Categorization1 Introduction: The downside of product variety; 2 Theoretical background: Choice overload, choice conflicts and product categorizations; 2.1 Empirical findings concerning choice overload and choice conflicts; 2.2 The importance of assortment structure; 2.3 The mere categorization effect; 2.4 The moderating role of familiarity; 3 Hypothesis: Meaningful categories reduce choice conflict for complex products; 4 Experiment: The impact of assortment categorization on choice conflicts in the choice making for complex products

4.1 Experimental design and participants4.2 Pretest and stimuli; 4.3 Procedure; 4.4 Results; 5 Conclusion: Towards a theory of classification; 6 References; Immediate and Delayed Effects of Message Sidedness; 1 Introduction; 2 Theoretical background; 2.1 The trade-off between valence and balance; 2.2 Immediate and delayed effects of sidedness; 3 Method; 4 Results; 4.1 Hypothesis 1: Multiple mediation; 4.2 Hypothesis 2: Interaction effects; 4.3 Hypotheses 3: Moderated mediation; 5 Discussion; 6 References; Part II Corporate Responsibility, Social Issues and Advertising

The Impact of Message Sidedness on Adolescents' Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement1 Introduction; 2 Theoretical framework and hypothesis development; 3 Method; 3.1 Design and stimuli; 3.2 Participants and procedures; 3.3 Measures; 3.3.1 Independent variables; 3.3.2 Dependent variable; 4 Results; 4.1 Manipulation check; 4.2 Test of the hypotheses; 5 Discussion; 6 Implications for practitioners; 7 Further research; 8 End conclusion; 9 References; Effects of Green Seals of Approval on Brand Perceptions; 1 Introduction

2 Theoretical background and hypotheses

10.1007/978-3-8349-4291-3 [DOI]

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