Subject Index
 

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

This research involves a comparative study conducted in the United States and Japan to investigate whether the form of negative information about a celebrity (other- or self-oriented) results in diffe ...

Research on the effect of congruity between an ad’s message and its background music on consumer memory indicates that ad music that is congruent with an ad’s message can enhance the consumer’s memory ...

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from US political advertising. The paper describes t ...

An evaluation, using qualitative and quantitative research, of some US Army recruitment commercials. Previous research in this area reviewed. Findings: some unintended messages, as well as intended on ...

The paper explores the impact of, for example, relevant advertising seen by a group of people shortly before they decide what take-out food to order. Experiments suggested that brand cues lead to grea ...

The paper explores whether and how exposure to media images of thin (or heavy) women positively or negatively affect consumers’ appearance self-esteem. Two moderating factors are identified, the extre ...

Experimental work suggests that consumers exposed to loss-framed messages about product risk exhibit a general aversion to product risk in both the short and long term. In contrast, consumers exposed ...

The authors argue that emotional-branding strategies are conductive to the emergence of a doppelganger brand image, defined as a family of disparaging images and meanings that circulate throughout pop ...

The paper explores the moderating role of motivation and opportunity-related variables on the effectiveness of negative versus positive message frames. Results from two experiments suggest that under ...