In order to quantitatively target media to markets, media planners need a data base that contains both target market membership and media usage variables. In the absence of single-source data, containing both kinds of variables, researchers have sought to synthesize, or integrate, these data...

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and...

Purpose The purpose of this paper is to further our understanding of the sources of consumer animosity and the moderating role of product involvement on purchase intentions. Design/methodology/approach Animosity is examined in the context of South Korean consumers’ purchase intentions toward...