have manipulated two categories of advertising opposing computer animated to non-computer animated images. We have also …

attitudinal responses. To this purpose, we have manipulated two categories of advertising opposing animated to non animated images. …

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting … consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over … quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is …

advertising reduces the platform's attractiveness but enhances advertisers' market power. If ads are uninformative, the platform … optimally attracts only niche advertising. This is however not feasible if search costs cannot be made su ciently low, in which … unable to attract consumers with uninformative ads. The analysis is extended to allow advertising to include product …

This dissertation deals with the use language in advertising. After a state of the art of marketing applications of …

Research that examines race-stereotyped advertising emphasizes the social impact of these representations and overlooks … the potential positive effect on advertising effectiveness. The present research examines the effects of race …-stereotyped portrayals on advertising effectiveness among both members and non members of a group that is stereotyped in an advertisement. We …

to multicultural advertising in France. Results demonstrate the fundamental role of viewers’ congruence judgements and … responses to multicultural advertising. …