The present study is aimed at attaining a better understanding of the consumer value of materialism. Two of the significant works on empirical manifestation of the abstract concept of materialism are those by Belk (1984) and Richins and Dawson (1992). However, notwithstanding their relevance to...

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However many leading organizations do not take efforts to understand the consumer psychic and view point of the receiver. An...

Every day we are watching enumerable advertisements in different media whether in television or newspaper. Watching advertisements became the part of our lifestyle to select any categories of product or any type of brand. In this regard advertisements played a vital role to inform, persuade and...

Ad content and viewer attention are strategically intertwined. Consumers watch an ad only if they expect sufficient benefit to doing so and advertisers structure ad content (information and entertainment) to make it attractive for consumer attention. We conceptualize these strategic interactions...

This paper examines the impact of exposure to foreign media on the economic behavior of agents in a totalitarian regime. We study private consumption choices focusing on former East Germany, where differential access to Western television was determined by geographic features. Using data...

Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully...

Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully...