Purpose: This paper aims to track how African-American or black male advertising models are viewed by male consumers within the context of dramatic ongoing cultural and legal change. It provides broader implications for other ethnic minorities. Design/methodology/approach: A content analysis of...

Purpose: This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications. Design/methodology/approach: Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the...

Buyer decision-making, a fundamental marketing activity, is studied from a variety of perspectives. This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a...