Separate and joint effects of medium type on consumer responses: A comparison of television, print, and the Internet

Article Abstract:

The presence of a complementarity effect in multiple-media campaigns related to media differences in evoking cognitive, affective, and conative responses are examined. The literature and test research hypotheses in an experimental study, comparing consumer responses to single- and multiple-media messages are discussed and the results show that TV-only campaigns are superior in evoking cognitive responses.

Influence, Advertising campaigns

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The promotion affect scale: Defining the affective dimensions of promotion

Article Abstract:

The psychometric properties of consumer affect produced by a sales promotion offer like price discount, coupon redemption, free gift, and others are examined. With reference to the existing sales promotion and emotion literature, a new 28-item scale instrument, the Promotion Affect Sales (PAS) that measures affective response to promotion is proposed.

Sales Promotion, Sales promotions

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The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective

Article Abstract:

Consumer behavior theory is applied to voter behavior in the electoral context on a model that focuses on perceived risk, voter involvement, and political opinion leadership (OL) and tested. The results show that perceived risk, voter involvement, and political OL played a central role in the voting process.

Political aspects, Voting

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