This paper examines the prevalent advertising practice of visually juxtaposing an anonymous, physically attractive ad model and a product in terms of its effects on the attitude toward the product. In this appeal, in which there are no explicit verbal claims about how the two objects are...

The positive effect of customer satisfaction on repurchase intentions and attitudinal loyalty has been shown in numerous studies. The effect of switching barriers on these variables, however, has been subject to much less attention from researchers. In this study we propose that switching...

Joy appeals appear frequently in marketing, but they have received little attention from marketing researches compared to other emotional appeals (e.g., sexy appeals, humor appeals, and attraction appeals with decorative models). This study examines one particular aspect of the joy appeal in a...

The main finding in this paper is that customer familiarity (i.e. the number of product-related experiences accumulated by the customer) affects customer satisfaction in an asymmetric way. Data from customers in the airline industry suggest that it is more difficult to obtain a high level of...

This paper presents the results of an experimental study comparing itemized rating scales and continuous rating scales. Three dimensions, and one particular construct (brand attitude) served as the basis of the comparisons of multi-item applications of the two response formats: reliability...

Purpose The purpose of the paper is to examine how members at different levels in a multi-level loyalty program react when they are allowed the opportunity to compare the rewards they receive with the rewards received by other members. The authors believe this is crucial, as previous research...

Purpose – The purpose of this paper is to examine consumer response to pictures of smiling models in marketing, focusing on the roles of emotional contagion from the smiling models and the perceived typicality of marketing with smiling models. Design/methodology/approach – This paper reports...

Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling...