Three studies are conducted to investigate co-branding in advertising by manipulating product and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (top-down versus bottom up) were also taken into account. The results show that either product or brand fit is...

Gays are often assumed to be innovators, but academic evidence for this assumption is lacking. Therefore, the objective of this paper was to test whether gays and heterosexuals really differ in innate and realized innovativeness, and whether the relations between the variables in an...

We examined the usefulness of an implicit attitude measure (IAT) to explain the weak attitude-behavior relationships often found in research about ethical consumer behavior. The results indicated that the IAT effects for buyers and non-buyers of Fair Trade products were significantly different,...

We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts...

This paper validates measures of response styles as latent variables using structural equation modeling. Next to measurement validation the main objective is to assess whether different modes of data collection bring along measurement bias due to response styles. Results indicate that Internet...

An experiment was conducted to examine the effect in adolescents of different health appeals (healthy versus unhealthy) in ads for healthy and unhealthy perceived foods. The results did not reveal a main effect of product or slogan, but indicated a significant interaction effect between slogan...

This study contributes to the debate about the valence-based versus the multi-dimensional views of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the multi-dimensional view of...

The present study focuses on social self-esteem of youngsters (i.e. esteem derived from approval of others), a widespread, important pursuit of youngsters in modern society. More specifically, we explored the relationship between social self-esteem on the one hand, and an individual difference...

The Need for Closure is introduced as an individual characteristic that can help explain individual differences in engagement in leisure activities. Both a leisure engagement inventory and a validated Dutch version of the Need for Closure Scale were administered to a convenience sample of 1035...

This study examines the explanatory power of an individual difference variable, Need for Closure (NFCL) for media use and preferences for specific media, genres and channels. Results of the study show that high and low NFCL youngsters do not differ in the amount of time spent on cognitive...