Download e-book for kindle: Advances in Advertising Research (Vol. IV): The Changing by Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren,

By Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)

ISBN-10: 3658023643

ISBN-13: 9783658023645

ISBN-10: 3658023651

ISBN-13: 9783658023652

​Advances in ads examine are released via the ecu ads Academy (EAA). This quantity is a compilation of study provided on the eleventh foreign convention in ads (ICORIA) which was once held in Stockholm (Sweden) in June 2012. The convention amassed a hundred and fifty top researchers from 22 nations lower than the convention subject “The altering roles of advertising”. The ebook offers foreign cutting-edge study with 30 articles by way of well known students from the global ICORIA network.

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Extra info for Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising

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R. ): Handbook of consumer psychology, Psychology Press, New York, 193-219. Peck, J. and S. B. Shu (2009), “The effect of mere touch on perceived ownership,” in: Journal of Consumer Research, Vol. 36 (3), 434-447. Peck, J. and J. Wiggins (2006), “It just feels good: Customers’ affective response to touch and its influence on persuasion,” in: Journal of Marketing, Vol. 70, 56-69. Peck, J. and J. Wiggins Johnson (2011), “Autotelic need for touch, haptics, and persuasion: The role of involvement,” in: Psychology & Marketing, Vol.

It is also possible, however, to envisage situations where the alternative interpretations cause the brand to lose focus and confuse other customers who read them. Famous examples of such user-generated content discussed by 42 Malthouse et al. Deighton (2008) are the Dove Cream Oil Body Wash entries by "Biker Dave and "Bed Vlog. Such ads are still available on YouTube and do not communicate the intended brand meaning. An important opportunity for future research is in devising communication strategies for responding to such user-generated content.

Further research is necessary and we now discuss important research questions unanswered by our data. First, the winter contest required the participant to declare a goal on the social media site, while the Block Party did not. The fact that we observed an increase in future behavior in both contests suggests that goal setting is not the only causal mechanism—it may contribute to the effectiveness of the Winter contest, but other explanations are required to explain the Block Party effect. Second, as with all UGC distributed in social media, the declaration of the goal occurs in a public, shared forum.

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Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising by Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)


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