In designing print ads, one of the decisions the advertiser must make is which color(s) to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence. To provide guidelines for these decisions, this research proposes and tests a conceptual...

This study investigated the effects of mood on product evaluation. Subjects were asked to evaluate the stereo speakers on which they heard music that induced either a good or a bad mood. Subjects' awareness of the music as the source of their mood was manipulated to be high or low. The results...

We point to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America; on the other, their marketing programs are scarcely adapted for these...

A system of exchange for marketing pharmaceuticals to developing countries is described, identifying the key conflicts among its constituents. A research agenda for marketing is suggested, involving both systemic characteristics and exchange behaviours. A framework for public policy appropriate...

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior...