Existing consumer innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate recent motivation research into a multi-dimensional innovativeness scale to better account for the consumer-product relation. An exploratory and...

Humorous, warm and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style/context style congruency and context appreciation on the attitude towards the ad and on recall was studied. Results showed that low involvement individuals...

Based on two data sets, we compare levels of response styles across three modes of data-collection: paper and pencil questionnaires, online questionnaires, and telephone interviews. Using Means And Covariance Structures (MACS), we find that data collected by different modes show differences in...

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...

The age-related labels ‘third age’, ‘elderly’, ‘50+,’ ‘senior’ and ‘retired’ were evaluated by a 40+ sample. Results of a qualitative and quantitative study showed that the labels ‘third age’ and ‘elderly’ evoked predominantly negative associations, while the...

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...

Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to...

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 (topdown versus bottom up) were also taken into account. The results show that either product or brand fit is...

The purpose of this study was to construct a brief version of the 40-item Affect Intensity Measure. Since the assumed one-dimensionality of the scale has been criticized lately, special attention was paid to the factor structure of the full and the brief scales. The scales were tested in three...

The current study addresses the stability of individual response styles. In contrast with previous studies, we set up a dedicated data collection, where the same respondents filled out two questionnaires consisting of independent sets of randomly sampled questionnaire items. Between data...