23 research outputs found
Consumer Evaluations of Hybrid Products
No full textThis article examines how consumers evaluate hybrid products. Hybrid products possess features of more than one category and hence may be categorized into alternative categories. We combine two different streams of literature—traditional categorization and psycholinguistics—to demonstrate how beliefs about two different categories can be elicited for a hybrid product using a priming approach. We also find that relative category knowledge can moderate the elicitation of multiple category beliefs.
Consumers'Attention to the Brief Summary in Print Direct-to-Consumer Advertisements: Perceived Usefulness in Patient–Physician Discussions
No full textConsumers’ Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories
No full textShaping consumer imaginations: The role of self-focused attention in product evaluations
No full text10.1509/jmkr.48.2.381Journal of Marketing Research482381-39
The Role of Sensory Involvement and Moderating Variables in Sensory Appealing Advertisements
No full textAn Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness
No full textThe Study on the Advertising Effect of Multiple Models -Message Regulatory Focus as An Moderator-
No full text
