Journal ArticleDOI
Humour effect on memory and attitude: moderating role of product involvement
Hwiman Chung,Xinshu Zhao +1 more
Reads0
Chats0
TLDR
This article examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to responses.Abstract:
This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to...read more
Citations
More filters
Journal ArticleDOI
The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects
Xuemei Bian,Luiz Moutinho +1 more
TL;DR: In this paper, the authors examined the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting.
Journal ArticleDOI
A meta-analysis of humor in advertising
TL;DR: In this paper, a meta-analysis combines 369 correlations on the effect of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humour in advertising.
Journal ArticleDOI
An investigation of determinants of counterfeit purchase consideration
Xuemei Bian,Luiz Moutinho +1 more
TL;DR: In this paper, the authors examine the determinants governing the likelihood of considering the purchase of counterfeit branded products (CBPs) in the context of non-deceptive counterfeiting and find that among the tested variables, brand personality performs best in determining consideration of the CBP.
Journal ArticleDOI
Understanding the consumer's online merchant selection process
TL;DR: In this article, the authors provided an empirical analysis of the effects of situational involvement, perceived risk and trust expectation on the consumer's choice of an online merchant through a survey of 295 college students and found that situational involvement positively affected all five types of perceived risk, whereas only product performance risk was positively related to consumer's trust expectation.
References
More filters
Book
Applied Linear Statistical Models
TL;DR: Applied Linear Statistical Models 5e as discussed by the authors is the leading authoritative text and reference on statistical modeling, which includes brief introductory and review material, and then proceeds through regression and modeling for the first half, and through ANOVA and Experimental Design in the second half.
Journal ArticleDOI
Applied Linear Statistical Models
Book ChapterDOI
The elaboration likelihood model of persuasion
TL;DR: This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.
Book
Communication and Persuasion: Central and Peripheral Routes to Attitude Change
TL;DR: In this article, the authors define the ELM and seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert.
Journal ArticleDOI
Measuring the Involvement Construct
TL;DR: The Personal In-volvement Inventory was developed over four data sets of 268 undergraduate psychology students, two data set of 49 MBA students, and two data sets with 57 clerical and administrative staff members as mentioned in this paper.