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Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength
Rucker, Derek D.; Petty, Richard E.; Priester, Joseph R. - In: The Sage handbook of advertising, (pp. 73-88). 2007
Persistent link: https://www.econbiz.de/10003570219
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Reinforcement and low attention processing
Heath, Robert - In: The Sage handbook of advertising, (pp. 89-104). 2007
Persistent link: https://www.econbiz.de/10003570220
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Emotions in advertising
Stewart, David W.; Morris, Jon; Grover, Aditi - In: The Sage handbook of advertising, (pp. 120-134). 2007
Persistent link: https://www.econbiz.de/10003570230
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Metaphor in advertising
Zaltman, Gerald; MacCaba, Dara - In: The Sage handbook of advertising, (pp. 135-154). 2007
Persistent link: https://www.econbiz.de/10003570237
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Psychologie des Storytellings : Wie kann Werbung unsere meist unbewussten Wünsche und Bedürfnisse erreichen?
Sommer, Rudolf - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 56 (2010) 2, pp. 42-46
Persistent link: https://www.econbiz.de/10003981908
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The role of gender and message strategy in the perception of advocacy advertising
Lee, Yoon-joo; Haley, Eric; Avery, Elizabeth Johnson - In: Journal of current issues and research in advertising : … 32 (2010) 1, pp. 47-57
Persistent link: https://www.econbiz.de/10003987006
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Common "wisdom" put to the test : "bad news is good news" and "sex sells"
Berger, Jonah; Sorensen, Alan T.; Rasmussen, Scott J.; … - In: GfK marketing intelligence review : Marketingforschung … 3 (2011) 1, pp. 48-57
Persistent link: https://www.econbiz.de/10009007730
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Personification in advertising : using a visual metaphor to trigger anthropomorphism
Delbaere, Marjorie; McQuarrie, Edward F.; Phillips, … - In: Journal of advertising : official publication of the … 40 (2011) 1, pp. 121-130
Persistent link: https://www.econbiz.de/10009009156
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Figuratively bleeding or just bleeding? : exploring consumers' personal values and emotions within simple and rhetorically constructed violent ad contexts!
Theodorakis, Ioannis G.; Koritos, Christos - In: Breaking new ground in theory and practice, (pp. 475-492). 2011
Persistent link: https://www.econbiz.de/10009380988
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Consumer responses to sex appeal advertising : a cross-cultural study
Fang Liu; Cheng, Hong; Li, Jianyao - In: International marketing review 26 (2009) 4/5, pp. 501-520
Persistent link: https://www.econbiz.de/10009523104