Recent discussions in decision sciences and behavioral economics stress the potential impact of affect on decision … outcomes. In the present study, we conducted random-assignment experiments (N = 253) to investigate whether affect can cause … choices varied randomly among the fixed, low-, and high-stakes treatment groups. Our results suggest that the impact of affect …

Duration intervals measure the dynamic impact of advertising on sales. More precise, the p per cent duration interval … measures the time lag between the advertising impulse and the moment that p per cent of its effect has decayed. In this paper …, we derive an expression for the duration interval for a general dynamic model linking sales to advertising. Additionally …

were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and … moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the …Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and …

Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice … model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we … find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper …

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to …. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the …

The article contributes to current understanding of language effects in advertising by uncovering a previously ignored …

situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of … advertising targeting and social context jointly determine feelings of embarrassment and advertising effectiveness. …

different affiliate marketing networks affect the rankings of the advertising web sites within web search engines. The field …In online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site … traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them …

How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the … long-run reactions to promotion and advertising shocks in over 400 consumer product categories, over a four-year time span …, vector-autoregressive models quantify the short-run and long-run effect of a promotion or advertising action on competitive …

Cutting advertising budgets has traditionally been a popular reaction by companies around the globe when faced with a … sensitivity of advertising expenditures. We conduct a systematic investigation into the cyclical sensitivity of advertising … television. While our findings confirm that advertising moves in the same direction as the general economic activity, we also …