The universality of design perception and response is tested using data collected from ten countries: Argentina, Australia, China, Germany, Great Britain, India, the Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural-equation model is developed that...

Copy testing continues to be an important, controversial, expensive and involving area of advertising research. This article reviews four categories of print copy testing methods: learning based measures, affective measures, choice measures and physiological measures. Emphasis is given to how...