By Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)
Advances in advertisements learn are released by way of the ecu ads Academy (EAA). This quantity is a compilation of analysis awarded on the eleventh foreign convention in ads (ICORIA) which was once held in Stockholm (Sweden) in June 2012. The convention amassed one hundred fifty major researchers from 22 nations lower than the convention subject matter “The altering roles of advertising”. The publication offers foreign state of the art study with 30 articles through popular students from the global ICORIA network.
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Additional resources for Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising
B. Shu (2009), “The effect of mere touch on perceived ownership,” in: Journal of Consumer Research, Vol. 36 (3), 434-447. Peck, J. and J. Wiggins (2006), “It just feels good: Customers’ affective response to touch and its influence on persuasion,” in: Journal of Marketing, Vol. 70, 56-69. Peck, J. and J. Wiggins Johnson (2011), “Autotelic need for touch, haptics, and persuasion: The role of involvement,” in: Psychology & Marketing, Vol. 28 (3), 222-239. Rubin, D. C. (2006), “The basic-systems model of episodic memory,” in: Perspectives on Psychological Science, Vol.
1 General findings on touch Research has shown that haptic sensations exert a persuasive impact in two ways. Firstly, research provides evidence that touch affects evaluative processing in general (Peck and Childers, 2003b; Peck and Shu, 2009; Peck and Wiggins, 2006). Peck and Childers (2003b) found that touching a product helps consumers with a high need for touch to evaluate the product and, thereby, increases the confidence of their judgment. Moreover, mere touching raises consumers’ perceived ownership of an object (Peck and Shu, 2009).
Exploring the Characteristics of Brand Fans on Facebook Philipp Rauschnabel, Otto-Friedrich-University of Bamberg, Germany Gunnar Mau, University of Regensburg, Germany Björn Sven Ivens, Otto-Friedrich-University of Bamberg, Germany 1 Introduction Using online social networks (OSNs) is becoming more and more common in all population groups. , 2010). But, as several studies among practitioners reveal, more general knowledge is needed to plan marketing engagements in OSNs. , Burmann, 2010). Practitioners and scholars alike particularly seek better insights into determinants of brand related behaviors on OSNs.