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How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2014
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Association of Marketing Theory and Practice Proceedings 2014
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Electronic Theses and Dissertations
Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …