Across cultures, do systematic differences in advertising content mirror predictable differences
in the cultures themselves? The authors designed a study to shed light on that question, …

In an empirical study, the authors investigated the effects of different advertising appeals
used in the United States and China. The study focused on the match between values …

This paper addresses the issue of post-purchase processes of consumers who complain
about purchase experiences. Hypotheses about complaining consumers' satisfaction or …

'Word of mouth'opinions about products still matter, but so do'word of mouse'opinions. Such
opinions disseminated via chat rooms, newsgroups, and electronic consumer forums do …

Previous research has suggested that people form an unfavorable or favorable attitude
toward a particular ad, which in turn affects their attitude toward what is being advertised and …

A health care marketer might ask how favorable word of mouth can be prompted, unfavorable
work of mouth reduced-and since either effort will likely require marketing expenditures, …

Unlike companies or products, individuals possess intrinsic personal branding as a result of
personality qualities, past experience and development, and communication with others—…

Focuses on population characteristics that appear to make one nation more or less innovative
for technical consumer products. Finds three predictors ‐ individualism, uncertainty …

Stigma impedes the life opportunities of people with mental illness. Research suggests that
stigma may be reduced by three approaches: protest, education, and contact. Three …

This study tested a model relating humor perceived after repeated exposures to a commercial
message to measures of advertising effectiveness. These effectiveness variables are …