Ad-evoked feelings: structure and impact on A (sub a,d) and recall

Article Abstract:

One of the measures of the effectiveness of an advertisement is its ability to evoke certain feelings in the viewers at the time of exposure. Ad-evoked feelings are found to be related to an effectiveness indicator, advertising recall, especially if the feelings are pleasant and intense. They also impact attitude to advertisement, or A (sub a,d), another advertising effectiveness indicator. Three-mode principal component analysis shows that the more intense the emotion, the greater the recall.

Research, Advertising, Marketing communications, Emotions

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Perceived importance of ethics and ethical decisions in marketing

Article Abstract:

A study was conducted to analyze the effects of perceptions concerning the importance of ethics and social responsibility on the ethical intentions of marketing professions. The influence of perceived ethical concerns and gender on ethical intentions was also examined. Results indicated that a marketing professional's views concerning the importance of ethics and social responsibility significantly influence ethical intention in a positive way.

Business Ethics, Decision-making, Decision making, Analysis, Ethical aspects

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Identification and validation of the components of the person-object relationship

Article Abstract:

The consumption process includes all transactions that lead to consumer satisfaction whether this be on the utilitarian, hedonic or symbolic levels. The process consists of the relationship between a consumer and the product within a certain context. The relationship, in turn, has several components with different functions. These include hedonic or pleasure value, status symbol or sign function, stimulation, and social link function.

Consumption (Economics), Marketing research, Market research

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