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Träfflista för sökning "(AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Rosengren Sara) srt2:(2010-2014)"

Sökning: (AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Rosengren Sara) > (2010-2014)

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  • Dahlén, Micael, et al. (författare)
  • Why the marketer’s view matters as much as the message : Speaking down to the consumer speaks badly to a brand’s image
  • 2014
  • Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 54:3, s. 304-312
  • Tidskriftsartikel (refereegranskat)abstract
    • This research explored whether advertisements can insult consumers by underestimating their intelligence. It also posed the question whether advertising that underestimates consumers' intelligence signals that the advertiser has a prejudiced view of its consumers - a perception that, then, impacts negatively on consumer perceptions of the brand. Two experimental studies found that consumers, indeed, may find advertising insulting to their intelligence and, consequently, rate such advertising lower. Inferring that the advertiser does not think very highly of their intelligence, consumers expected the offered products to be of lower quality and rated the advertiser lower. The tests extended across three different product categories and ruled out competing explanations.
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  • Lange, Fredrik, et al. (författare)
  • Does Creativity Matter For Store Window Displays?
  • 2014
  • Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
    • Store window displays are highly important for retailers since they have the potential to draw traffic to the stores. Still, little is known about their influence on consumers. In this study we investigate the impact of store window creativity on consumer perceptions. The results of two experimental studies indicate that store window creativity positively affects attitudes towards the display and the items in it, willingness to pay for the items on display as well as attitudes towards the store and store entering intentions. This implies that retailers might profit from using a creative store window design.
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