Advances in Advertising Research (Vol. V): Extending the by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro
By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki
Advances in ads examine are released by means of the eu advertisements Academy (EAA). This quantity is a compilation of analysis awarded on the twelfth foreign convention in advertisements (ICORIA) which used to be held in Zagreb (Croatia) in June 2013. The convention accumulated a hundred and five top researchers from 23 nations lower than the convention subject matter “To Boldly Go... Extending the bounds of Advertising”. The booklet presents overseas cutting-edge examine with 23 articles through popular students from the global ICORIA network.
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Extra info for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising
To test for H1a and H1b, a two-way independent ANOVA (3 levels of hue x 2 levels of involvement) was conducted, with the direct memory test score as the dependent variable. 16; hence. 26. This significant interaction indicates that involvement moderates the effect of hue on direct memory test performance (Baron and Kenny, 1986). e. involvement). 14. 57). Therefore, H1b is supported, while H1a receives only partial support. H2 was tested through a two-way independent ANOVA (3 levels of hue x 2 levels of involvement), with the indirect memory test score as the dependent Color in Print Advertising 37 variable.
A. 2012, “Color-in-context theory”, in P. Devine & A. Plant (eds), Advances in Experimental Social Psychology, Vol. 45, Academic Press, pp. 63-125. F. B. 1996, “Effect-size estimates: Issues and problems in interpretation”, Journal of Consumer Research, Vol. 23, No. 2,pp. 89-105. Fife-Schaw, C. 2006, “Principles of Statistical Inference Tests”, in G. M. Hammond, C. A. Smith (eds), Research Methods in Psychology, Sage Publications, London, pp. 378-413. C. & Morton, R. 2005, “Priming effects in explicit and implicit memory for textual advertisements”, Applied Psychology: An International Review, Vol.
Attour (2003), "The International Advertising Practices of Multinational Companies A Content Analysis Study" in: European Journal of Marketing, Vol. 37, No. 1/2, 154-168. ;M. Stead;R. Lowry;L. MacFadyen;D. McVey;L. Owen and K. Tomes (1998), "Using The Media to Tackle the Health Divide: Future Directions" in: Social Marketing Quarterly, Vol. 4, No. 3, 42-67. ;M. Stead and J. Webb (2004), "Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern" in: Psychology & Marketing, Vol.