The environmental issues nowadays have make consumers becoming more selective in selecting products and brands going to use. The purpose of this study is to investigate the effect of green advertising on green purchase intentions mediated by green attitude awareness in the young generation....

This paper investigates the influence of perceived source credibility on the effectiveness of health-related public service announcements (PSAs) and electronic word-of-mouth (eWOM) communications. Findings indicate that online commenters who are perceived to be credible are instrumental in...

The consumers’ life environment has become more and more invaded by advertising communications. The considerable investments in advertising and publicity activities must be identified in the positive modifications of consumers’ behaviours, under cognitive, affective and conative aspect. The...

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two firms and infinitely many identical consumers. The firms...

Motivated by current topics in health economics, we apply the theory of salience to consumer policy. If a government intends to stifle healthier diets without harming consumers by raising taxes, it could initiate information campaigns which focus consumers' attention either on the healthiness of...

Canada’s universal health insurance system leads to the under-provision of disease prevention by consumers. This paper demonstrates that a public health education campaign designed to increase coverage of preventive treatment can easily have the opposite effect. Using a model of targeted...