Year: 2010
Type: article
Abstract: Director of Dissertation: Emily BalcetisHow can advertisers improve consumer attitudes toward a given brand?Improving the ease with which consumers can process and make sense of an advertisement that features the product appears to be one possible strategy.Eight studies explored whether the location of a familiar or novel product in the context of a print advertisement influences consumer appraisals of the brand.Across five experiments in the success of this project.Her guidance and timely feedback throughout all stages of research contributed greatly to the completion of this work.Furthermore, I would like to thank the other members of my dissertation committee for their constructive feedback
Author: Jennifer K. Elek
Institution: Ohio University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2460541058