Advances in Advertising Research, Volume 1: Cutting Edge by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki PDF

By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

ISBN-10: 3834921114

ISBN-13: 9783834921116

The aim of the publication is to enhance extra systematic study within the fields of ads and communique shape a world standpoint. well known verbal exchange researchers from all over the world have contributed to the making of this booklet.

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Extra info for Advances in Advertising Research, Volume 1: Cutting Edge International Research

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In: Journal of Economic Psychology, 15 (2). 315-331. , Igou, E. R. (2001): Next to a Star. Paling, Shining, or Both? Turning Interexemplar Contrast Into Interexemplar Assimilation. In: Personality and Social Psychology Bulletin, 27 (1). 14-29. Ward, M. K. (2007): Developing a Deeper Understanding of Scarcity: Contextual and Individual Influences on Demand Scarcity. In: Advances in Consumer Research, 34. 384-385. , Pieters, R. 0. In: Journal of Consumer Psychology, 17 (1). 3-18. Appendix Figure 4: Stimuli of experiment I 36 Table 1: Franz-Rudolf Esch, Kai Winter Operationalisation of dependent variables Dependent Variable Perceived Novelty Attitude towards the Product Trial Interest Attitude towards the Brand Brand Creativity Measurement Measured by the following sets of adjectives: dull/exciting, routine/fresh, conventional/unconventional, predictable/novel, usual/unusual, ordinary/unique, commonplace/original (9-point scale) (Andrews/Smith, 1996) Measured by the following scale items: good/bad, like/dislike, attractive/unattractive, likeable/dislikable, high quality/poor quality (9-point scale) (Hanson/Biehal, 1995) How great is your interest to try the Product X?

22 Franz-Rudolf Esch, Kai Winter These variations are also characterised by a time limit. However, they especially can be distinguished from limited editions by the fact that they mainly focus on a price advantage and not on the extraordinary variation of essential product attributes. An example of Limited Editions is given by Magnum’s limited edition “5 Senses”. The restricted availability of this special variation is illustrated by “Limited Edition”. Extraordinary varieties and atypical design elements support a clear distinction from permanent offers (fig.

Martin, L. , Tesser, A. ) (1992): Constructing Reality and Its Alternatives. An Inclusion/Exclusion Model of Assimilation and Contrast Effects in Social Judgment. In: The Construction of Social Judgments. : Erlbaum. 217-245. , Hovland, C. I. (1958): Assimilation and Contrast Effects of Anchoring Stimuli on Judgements. In: Journal of Experimental Psychology, 55. 150-155. , Huber, J. (2000): The Impact of Anticipating Satisfaction on Consumer Choice. In: Journal of Consumer Research, 27 (September): 202-216.

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Advances in Advertising Research, Volume 1: Cutting Edge International Research by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

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