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Full-Text Articles in Public Relations and Advertising
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
Marketing Faculty Publications
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …
Deception In Advertising: A Content Analysis Of The Legal Parameters Of Deception, E. Carla Mitchell
Deception In Advertising: A Content Analysis Of The Legal Parameters Of Deception, E. Carla Mitchell
Theses and Dissertations in Business Administration
One of the primary attributes of a free market economy is the uninhibited flow of truthful information regarding the goods and services available in the marketplace (Azcuenaga 1995). This free flow of information, in the form of advertising, enhances market performance by informing consumers and enabling firms to compete equitably based on the attributes of their offerings. Studies reveal that, for the vast majority of marketing managers, the regulatory environment serves as the primary influence in advertising strategy development and decision-making (Davis 1994). However, in their theory development, behavioral researchers often ignore the legal aspects promulgated by the FTC. Furthermore, …