Purpose – The purpose of this paper is to investigate the effect of level of graphic threat (weak and strong) and the amount of information (low and high) on message effectiveness for an unfamiliar (a muscle disorder due to lack of physical exercise) vs a familiar (injuries as a result of...

Purpose – This study aims to address the credibility effects of refutational versus non-refutational two-sided messages. Additionally, it aims to unravel the moderating role of issue ambivalence and argument type. Design/methodology/approach – A 2 × 2 × 2 between-subjects factorial...

Purpose This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy....

Purpose – The purpose of this paper is to investigate parents' attitudes toward advertising to children, and advertised foods in particular, as well as parental concern regarding children's nutrition habits and the degree to which these perceptions influence television monitoring by parents....

To explain the question-behavior effect, that is, the effect of answering an intention question on subsequent behavior, this article takes on a motivational perspective and proposes that answering an intention question automatically activates an intention. The activation of this motivational...

In this paper I comment on some of the adverse practices in business research publications. First, we seem to have lost touch with business practice and have narrowed our target group to fellow academics only, reducing the production of useful knowledge. Second, the objectives of our...

In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a...

Marketers often use salient stimuli to draw consumers’ attention to a specific brand in the hope that a selective focus on the own brand increases the sales of this brand. However, previous studies are inconsistent concerning the impact that selectively focusing on a specific brand has on...