Subject Index
 

We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summa ...

Argues for the theory that consumer behaviour is largely driven by low-involvement processing and passive consumption, following Krugman, Heath and others. Low involvement in purchasing combined with ...

Argues for a `commitment' measure of advertising effectiveness. Advertising can seldom be evaluated by measured changes in imagery. There are five main candidates for evaluating advertising effect on ...

Research often explores the impact that advertising has on consumers. What it does far less, however, is explore the impact of what's already in consumers' minds on advertising. In this paper, we expl ...

Argues for the prime importance of `Commitment' as the most effective single indicator of advertising achievement (on the three criteria of being influential (shifting attitudes), worthwhile (the shif ...

Describes BrandVision, a research technique based upon the Conversion Model. This uses four questions (involvement in the category, satisfaction with brands used, disposition towards competitors, and ...

This paper explores the impact that consumers' prior psychological relationships with brands have on their interpretation of advertising. The authors show that the response of consumers who are commi ...