March 8, 2017

Advances in Advertising Research (Vol. III): Current by Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin

By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)

​Advances in ads study are released via the eu advertisements Academy (EAA). This quantity is a compilation of study provided on the tenth foreign convention on study in ads (ICORIA) which was once held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services, in addition to an more and more cluttered media setting, ads learn is faced with a number of demanding situations. by contrast heritage, Advances in ads examine (Vol. three) is gaining importance in advancing, selling, disseminating, and stimulating prime quality ads learn. This e-book presents state of the art learn in overseas ads with twenty-nine articles by means of well known advertisements and communique students from the global ICORIA network.

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In the first condition, we showed ads containing slim models. In the second condition, we included heavy models into the ads. The second factor varied portrayals of the selected models. For instance, for the slim model/perfumecondition, we used portrayals of two different models that are similar regarding size and thus created two ad versions. The same variation existed in the heavy model/perfume, slim model/telephony, and heavy model/telephony conditions to account for individual model differences.

30 Lakes & forests N advertisement Std. Dev. Urban Advertisement relaxed aroused N N N Std. Dev. 66 Landscape type Mediterranean Mean Diff. 29 Std. 78 Mean Diff. 32 Std. 41 Mean Diff. 31 Std. 10 Mean Diff. 47 Std. 34 Std. 65 secure-unsecure Mean Diff. 24 Hartmann and Apaolaza-Ibáñez Table 3: Correlations of emotional responses to nature with emotional responses toward experimental advertisements depicting different landscapes N Pearson correlation Sig. 001 For the next step of the analysis, the mean ratings of emotions evoked by interaction with nature were compared across all experimental groups, including the group not exposed to any advertisement.

Perceived variety was judged higher in the 18 categories condition. Thus, the amount of categories serves as a cue that signals variety. In a second experiment, Mogilner et al. (2008) analyzed the effect of categories and the information contained in the category labels on consumers’ decision making. They manipulated the content of the category labels of a coffee menu. An assortment consisting of 50 coffee flavors was presented either uncategorized or classified into 10 categories. , Spicy, Mild).

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