Titlebook: Advances in Advertising Research (Vol. VII); Bridging the Gap bet George Christodoulides,Anastasia Stathopoulou,Mart Book 2017 Springer Fac

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Masami Ishida (Senior Research Fellow)ome a major driving force in marketing (Cui et al., 2012) and are a common feature on many websites. Information from other consumers, such as online reviews, is thought to be more persuasive because it is allegedly written by other consumers rather than brands, and is therefore perceived as being m

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Introduction: Non-Security Governance,e (Friedman and Friedman, 1979). While the message put across by an ad is important, features such as the physical characteristics of the models also have a non-negligible influence on the process of persuasion, and research in this area is expanding (Bisseil and Rask, 2010). Advertisers often choos

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https://doi.org/10.1007/978-3-319-59330-2mpetition (Mark and Pearson, 2001; Batey, 2008; Hartwell and Chen, 2012). The concept of archetype has been originally defined by Jung (1968) as human figures that can be arranged around similar traits and typical mode of conducts. In their neo-archetypal theory, Faber and Mayer (2009) described arc

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Transnational Organised Crime (TOC)udied advertising appeals (Voss, 2009). Humor has become more relevant in the modern workplace, when new generations, who value fun at work (Romero and Pescosolido, 2008; Lamm and Meeks, 2009) have entered job markets. Thus, humor could be seen as congruent value promise of fun climate of the compan

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International Police Cooperationassociated with higher attention of the recipients. It can be presumed that recipients automatically look at the right side of a double page when they flip through a magazine or newspaper which may result in higher attention values. However, empirical research on this issue found mixed results (Ferg

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https://doi.org/10.1007/978-3-030-62728-7dividual can be informed that the majority of people are in favor of a product, support a topic, or are proponents of an idea. Alternatively, the individual can get the information that the majority of people dislike a product, reject a topic, or are opponents of an idea. The first case of consensus

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Transnational Organised Crime (TOC)ur or more for women, in about 2 hours) (Pilling and Brannon 2007, .). A great deal of social harm and health problems are associated with binge drinking. Besides the diseases caused by excessive drinking (e.g., liver disease, neurological damage), it has been found that there is a high correlation

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Transnational Organised Crime (TOC)t, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pat

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