Along with increased concerns about the green movement in society and academia, this study conceptually discovers how green movement cues influence customers’ emotions, cognitions, brand attitudes, and further their behavior intentions by applying a well-developed advertising processing model in an online environment—the modified Affect Transfer Hypothesis (ATH) model. In addition, this study a...

Advertisers use online customer data to target their marketing appeals. This has heightened consumers’ privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey-takers who had been randomly exposed to 9,596 online display (banner...

xperiments E show significant demobilizing and alienating effects of negative advertising. Although internally valid, experiments may have limited external validity. Aggregate and survey data offer two ways of providing external validation for experiments. We show that survey recall measures of advertising exposure suffer from problems of internal validity due to simultaneity and measurement er...

This paper investigates whether advertising has a beneficial or deleterious impact on the demand for magazine subscriptions. If consumers consider advertising a ‘bad,’ publishers must subsidize consumers through lower subscription prices or additional editorial content. If advertising is a ‘good,’ then consumers are willing to pay because it adds value to the magazine bundle. We employ data des...

Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop-up ads for a new brand viewed at low level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of ...

Advertising is a type of paid media in which people can promote their products and services through mainstream or social platforms. It turns out to be progressively as more individuals who are dealing with own businesses organisations go publicising stage get known by consumers. The purpose this study explore how information processing music affects young consumers’ decision making advertisemen...

Given the difficulties of properly estimating demand in the presence of advertising, advertising has often been omitted. This paper uses a Monte Carlo experiment of price-and-ad-setters to show that the omission of advertising can cause substantial biases in estimation, even in markets with relatively low ad-sales ratios and when advertising appears to be statistically insignificant. I then val...

Beer advertising is a topic that has frequently attracted the attention of industrial organization economists. This update reviews major events, data trends, and research for each of three issues: (1) the importance of advertising and product differentiation for structural change in the brewing industry; (2) the manner and extent to which brewers can strategically alter market shares using adve...