This article examines the use of verbal connotation and visual symbolism in the televised advertising campaign of True Match by L'Oréal (2013). It analyzes a series of three 30-second commercials of the same product using two qualitative approaches: Barthes' connotation and Pierce's symbolism....

This research demonstrates that decision makers’ time perspective — a cognitive, temporal bias that leads people to overemphasize the past, present, or future in their decision making — systematically influences self-reported behavioral intentions and thus intention-behavior consistency...

Abstract: Die Institutionen des Arbeitsmarktes, die Sozial- und Steuersysteme stehen angesichts des demographischen Wandels und der Globalisierung unter einem beständigen Reformdruck. Die Politik tut sich schwer damit, Akzeptanz für Reformen zu finden. Ein interdisziplinäres Team aus...

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...