Advances in Advertising Research (Vol. III): Current by Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin

By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)

​Advances in ads study are released via the eu advertisements Academy (EAA). This quantity is a compilation of analysis offered on the tenth foreign convention on learn in advertisements (ICORIA) which was once held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services, in addition to an more and more cluttered media setting, ads examine is faced with a number of demanding situations. in contrast historical past, Advances in ads study (Vol. three) is gaining importance in advancing, selling, disseminating, and stimulating prime quality ads examine. This publication offers state of the art examine in overseas advertisements with twenty-nine articles through well known ads and conversation students from the global ICORIA network.

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A widely accepted explanation for this effect is that the amount of choice options is correlated with the amount of information that has to be processed in order to come to a decision. A large amount of information cannot be fully processed as short term processing resources are limited (Miller, 1956; Cowan, 2001). However, it is not only the amount of options that matters, but also the amount of provoked choice conflicts in a decision making process. These, in turn, are a function of the choice set and the distribution of attribute levels (Tversky and Shafir, 1992; Dhar, 1997; Lurie, 2004).

A decreased (vs. increased) reference point is expected to cause the impression of higher (vs. lower) own weight. Assuming that low weight is evaluated favorably, contacts with slim (vs. heavy) models impair (vs. improve) appearance self-esteem. Smeesters and Mandel (2006) argue that an assimilation effect could cooccur. If an individual has contact with models that are moderately slimmer than the individual herself/himself, she/he could perceive similarity between the figure of the model and the own figure resulting in increased appearance selfesteem.

Mogilner et al. (2008) assume that the mere categorization effect is mainly driven by an increase in the perceived variety of the offer, which also increases the consumers’ feeling of self-determination and, therefore, positively affects satisfaction. 4 The moderating role of familiarity Bettman et al. (1998) take a constructionist view of consumer preferences. They assume that preference construction is an ongoing process that occurs during the choice making process. Instead of having fixed preferences, consumers build their preferences while they make their decisions.

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