Two papers: (1) Exploring the Usefulness of Brain Waves as Advertising Response and (2) EEG Activity Reflects the Content of CommercialsJan 1, 1989 (1) Jerry C. Olson and William J. Ray and (2) Linda F. Alwitt, 1989, 89-116
Analyzes subjects' EEG responses to two different types of advertising execution and relates them to postexposure verbal reports.
Toward Understanding and Controlling Customer Dissatisfaction With WaitingJan 1, 1989 Elizabeth C. Clemmer and Benjamin Schneider, 1989, 89-115
Evaluates the effectiveness of three social-psychological strategies for reducing customer dissatisfaction with waiting time.
The Effects of Felt Involvement on Consumers’ Attention and Comprehension ProcessesJan 1, 1989 Richard L. Celsi and Jerry C. Olson, 1989, 89-111
Provides a conceptual explanation of the motivational role of involvement in attention and comprehension processes.
The Effect of Price, Brand Name, and Store Name on Buyer’s Perceptions of Product Quality: An Integrative ReviewJan 1, 1989 Akshay Rao, University of Minnesota, 1989, 89-109
Integrates research on factors driving the price and perceived quality relationship; discusses whether methodological variables might explain differences across studies.
The Relationship Between Recall, Cognitive Responses, and Advertising Effectiveness: Effects of Delay and ContextJan 1, 1989 Amitava Chattopadhyay and Joseph W. Alba, 1989, 89-103
Examines the usefulness of alternative ways of evaluating advertising effects to determine situation-specific approaches.
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