Saint Louis University

About: Saint Louis University is a education organization based out in St Louis, Missouri, United States. It is known for research contribution in the topics: Population & Poison control. The organization has 18927 authors who have published 34895 publications receiving 1267475 citations. The organization is also known as: SLU & St. Louis University.

RECALL AND PERSUASION: Does Creative Advertising Matter?

Abstract: Creativity is an important component of advertising This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials The commercials were embedded in television programs and subjects for a naturalistic viewing experience Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables For Study 3, brand attitude and purchase intent were the dependent variables of interest Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay

The behavioral spectrum of tic disorders: A community-based study

Abstract: Background: Tourette syndrome (TS) and related tic disorders are commonly associated with obsessive-compulsive disorder (OCD) and attention deficit hyperactivity disorder (ADHD). It has been argued, however, that any observed association between TS and these and other psychopathologies may be due to ascertainment bias in that individuals with multiple problems are more likely to be referred for medical evaluation. Methods: In order to overcome the potential confounding by ascertainment bias, the authors conducted a community-based study of school children using direct interviews to determine the prevalence of tic disorders and any comorbid psychopathology. A standard psychiatric interview and standardized rating scales were utilized to diagnose childhood behavioral disorders. Results: Of the 1,596 children interviewed, 339 were identified as having tics. The following psychopathologies were found more commonly (p Conclusion: The behavioral spectrum of tic disorders includes OCD, other anxiety disorders, a mood disorder, and attention-deficit and disruptive behavior disorders.

Toward effective use of cause‐related marketing alliances

Abstract: Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important strategic component of the brand’s marketing mix, managers seek direction as to how to generate the most impact with these tie‐ins. This article uses associative learning principles as a framework for understanding how to facilitate building connections between brands and causes so as to increase the value of this highly visible marketing activity. Specific associative learning principles are detailed and applied, improving the use of cause‐related marketing alliances.