No Abstract

When developing a new brand name, similarity of the new brand name to an existing brand name may affect perceptions of the new brand name. However, marketers typically have little guidance on the optimal level of similarity versus originality. Based on linguistic theory, we develop a method to...

The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued...

Previous research indicates that older consumers have a reduced capacity to engage in primary control behaviors that involve active responses to counteract threats, and thus compensate with secondary control processes that involve perceiving negative events as less threatening. Two studies were...