By Luca Petruzzellis, Russell S. Winer
This ebook includes the complete court cases of the 2015 Academy of selling technological know-how international advertising Congress held in Bari, Italy. the present world wide company atmosphere is prime advertising students and practitioners to think again a couple of ancient and present perspectives of and the way it features. additional, deciding on new advertising and marketing theories and functional tools whose effectiveness could be really measured has to be extra to the record of present demanding situations for this day and the next day. In one of these interval in advertising and marketing background, attaining and handling effective and potent advertising activities is a need. selecting such activities relies on functional event, strong idea and applicable learn method. The enclosed papers concentrate on new learn principles on vivid issues that may aid lecturers and practitioners achieve new views and insights into today’s turbulent marketplace.
Founded in 1971, the Academy of promoting technology is a global association devoted to selling well timed explorations of phenomena regarding the technological know-how of promoting in concept, study, and perform. between its companies to participants and the neighborhood at huge, the Academy deals meetings, congresses and symposia that allure delegates from world wide. shows from those occasions are released during this court cases sequence, which deals a accomplished archive of volumes reflecting the evolution of the sector. Volumes carry state-of-the-art examine and insights, complimenting the Academy’s flagship journals, magazine of the Academy of promoting technological know-how (JAMS) and AMS overview. Volumes are edited through prime students and practitioners throughout a variety of topic parts in advertising science.
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2000; Lee and Thorson 2008; Walchli 2007), the processes triggered by incongruent advertising are not examined in detail. Previous research dealt extensively with cognitive processing of incongruity in terms of memorability (Forehand and Deshpande 2001; Heckler and Childers 1992) and attitudes toward the ad or brand (Dahlén and Lange 2004), but affective reactions to incongruity received far less attention. We develop a two-path model that examines effects of incongruent advertising in more detail.
747 Francesco Schena Part XVII Retailing Examining Reactive Customer Engagement Strategies in Online Shopping Cart Abandonment: A Regulatory Fit Perspective ................................................................................................. 755 Jessica Ogilvie, Kris Lindsey, Kristy Reynolds, and William Magnus Northington Antecedents of Peripheral Services Cross-Buying Behavior....................... 757 Heiner Evanschitzky, Neeru Malhotra, Florian v. Wangenheim, and Katherine N. Lemon Emotional and Behavioral Consequences of Cross-Border Shopping ..........................................................................................................
001). Thus, if consumers are faced with incongruent advertising for goods, an increasing level of anger leads to decreasing purchase intentions. Consequently, Hypothesis 2 is only partly supported. This result can be explained as follows. As purchase intentions for services are highly dependent on verbal tangibility of the service (Stafford 1996), factors such as anger that are independent of aspects related to service tangibility do not have any direct effects on purchase intentions. 001). The positive sign of the respective path coefficients means that the effect is stronger for the erotic ad than for the baby face ad.