By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)
Advances in ads study sequence are released each year through the ecu ads Academy (EAA). This quantity grew out of study papers provided on the ninth ICORIA (International convention on examine in advertisements) which used to be held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned ads, verbal exchange, and advertising and marketing students positioned around the world, thereby environment an instance of range and plurality in our ICORIA neighborhood. The target of this publication is breaking new floor in either conception and perform. every one bankruptcy attempts to make clear difficult issues and supply insights which are of considerable
worth for advancing our knowledge.
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Additional resources for Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice
2005), “Changes in the prevalence of alcohol use in rap song lyrics, 1979-1997”, in: Addiction, 100, 1258-1269. , Baeyens, F. & Crombez, G. (2010), “Evaluative conditioning in humans: A meta-analysis”, Psychological Bulletin, 136(3), 390-421. Holloway, L. (2002), “Hip hop sales pop: Pass the Courvoisier and count the cash”, in: New York Times, September 2, 2002. La Ferle, C. M. (2006) “Product placement: How brands appear on television”, in: Journal of Advertising, 35(4), 65-86. Lee, A. A. (2004), “The effect of conceptual and perceptual fluency on brand evaluation”, in: Journal of Consumer Research, 31, 151-165.
The most well-known experiment in classical conditioning is the one from Pavlov, who paired an unconditioned stimulus (dog food) with a conditioned stimulus (a ringing bell). After repeated pairings of unconditioned and conditioned stimulus, responses which only occur after the unconditioned stimulus also occur after the conditioned stimulus. That is, the dogs in Pavlov’s experiment already started salivating when hearing bell ringing (Schiffman and Kanuk, 2006). , 2010). The basic idea is that if a certain object is associated with a positive stimulus, a person might have a 24 Van Vaerenbergh, Van de Sompel, Van Loock and Vermeir positive evaluation of that object.
C. G. (2009) “A new branch of advertising: Reviewing factors that influence reactions to product placement”, in: Journal of Advertising Research, 49(4), 429-449. A. & Danielova, A. (2009) “The worth of product placement in successful films: An event study analysis”, in: Journal of Marketing, 73(4), 44-63. , Wedel, M. M. (2003) “Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value”, in: Journal of Marketing Research, 40 (4), 437-453.
Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice by Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)