Separate and joint effects of medium type on consumer responses: A comparison of television, print, and the Internet
Article Abstract:
The presence of a complementarity effect in multiple-media campaigns related to media differences in evoking cognitive, affective, and conative responses are examined. The literature and test research hypotheses in an experimental study, comparing consumer responses to single- and multiple-media messages are discussed and the results show that TV-only campaigns are superior in evoking cognitive responses.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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The promotion affect scale: Defining the affective dimensions of promotion
Article Abstract:
The psychometric properties of consumer affect produced by a sales promotion offer like price discount, coupon redemption, free gift, and others are examined. With reference to the existing sales promotion and emotion literature, a new 28-item scale instrument, the Promotion Affect Sales (PAS) that measures affective response to promotion is proposed.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective
Article Abstract:
Consumer behavior theory is applied to voter behavior in the electoral context on a model that focuses on perceived risk, voter involvement, and political opinion leadership (OL) and tested. The results show that perceived risk, voter involvement, and political OL played a central role in the voting process.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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