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Ad Gist: Ad Communication in a Single Eye Fixation
Pieters, Rik; Wedel, Michel - In: Marketing science : the marketing journal of the … 31 (2012) 1, pp. 59-74
Persistent link: https://www.econbiz.de/10009831028
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Emotion-Induced Engagement in Internet Video Advertisements
Teixeira, Thales; Wedel, Michel; Pieters, Rik - In: Journal of marketing research : JMR 49 (2012) 2, pp. 144-160
Persistent link: https://www.econbiz.de/10009848166
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Affective advertising : role, processes, and measurement
Batra, Rajeev - In: The role of affect in consumer behavior : emerging …, (pp. 53-85). 1986
Persistent link: https://www.econbiz.de/10001262647
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Assessing the role of emotions as mediators of consumer responses to advertising
Holbrook, Morris B. - In: Journal of consumer research : JCR ; an … 14 (1987) 3, pp. 404-420
Persistent link: https://www.econbiz.de/10001068354
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Affective responses mediating acceptance of advertising
Batra, Rajeev - In: Journal of consumer research : JCR ; an … 13 (1986) 2, pp. 234-249
Persistent link: https://www.econbiz.de/10001018725
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Situational effects of advertising repetition : the moderating influence of motivation, ability, and opportunity to respond
Batra, Rajeev - In: Journal of consumer research : JCR ; an … 12 (1986) 4, pp. 432-468
Persistent link: https://www.econbiz.de/10001019231
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"Low involvement" message reception : processes and advertising implications
Batra, Rajeev - 1984
Persistent link: https://www.econbiz.de/10000734103
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The moderating role of dialecticism in consumer responses to product information
Wang, Haizhong; Batra, Rajeev; Chen, Zengxiang - In: Journal of consumer psychology : JCP : the official … 26 (2016) 3, pp. 381-394
Persistent link: https://www.econbiz.de/10011531091
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Integrating marketing communications : new findings, new lessons, and new ideas
Batra, Rajeev; Keller, Kevin Lane - In: Journal of marketing 80 (2016) 6, pp. 122-145
Persistent link: https://www.econbiz.de/10011621583
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An extended model of preference formation between global and local brands : the roles of identity expressiveness, trust, and affect
Xie, Yi; Batra, Rajeev; Peng, Siqing - In: Journal of international marketing 23 (2015) 1, pp. 50-71
Persistent link: https://www.econbiz.de/10010520814