Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption BehaviorSep 12, 2019 Tessa Garcia-Collart, Florida International University, and Jessica Rixom, University of Nevada, 2019, 19-130
Marketers don't need to shy away from boastful brand appeals when product efficacy is important to the category and the target consumer.
Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai, University of Delaware, and Elisabeth Honka, UCLA, 2019, 19-128
Using nine years' data in the auto insurance industry, researchers investigate advertising effects at each stage of the consumer purchase journey: awareness, consideration, and purchase. Their findings offer important insights on advertising as a strategic tool in financial services.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Emory University, Anindya Ghose, New York University, and Param Vir Singh, Carnegie Mellon University, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage.
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu and J. Jeffrey Inman, University of Pittsburgh, and Kirk Wakefield, Baylor University, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction.
Not All Debt Is Created Equal: On the Mental Accounting of Debt FormsJun 26, 2019 Eesha Sharma, Dartmouth College, Stephanie Tully, University of Southern California, and Cynthia Cryder, Washington University, 2019, 19-121-06
Consumers are less likely to think of credit (versus loans) as "money to be repaid" rather than "money to be spent." These mental representations are consequential - they influence consumer willingness to incur debt and concerns about repaying.
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