This research – using the critical incident technique – brings to the fore the emotion of
surprise and its influence on word-of-mouth (WOM). The results show – as expected – that the …

… Our algorithm operates with c.umulated frequencies of responses in each category leading
to cumulative proportions. These proportions have corresponding unit normal deviates which…

The author investigates the impact of affective reactions elicited by television advertisements
on two variables of major interest in advertising: attitude toward the advertisement (Aad) …

The effect of field and/or television sponsorship on respondent's unaided recall and aided
recall (recognition) of sponsors' names was explored by means of a laboratory experiment. …

The authors first attempt to clarify the affect terminology. Then, in an empirical study, they
explore the affective reactions prompted by a wide range of consumption situations. For each of …

Pride feelings and processes have been under-studied in marketing and consumer research
although they have major consequences for marketers and consumers. In this article, a …

… CHRISTIAN DERBAIX is professor and Head of the marketing department at the Catholic
University … Derbaix's work has appeared in the Journal of Marketing Research, the International …

This research investigates the impact of children's affective reactions elicited by TV ads on
two essential indicators of advertising effectiveness: the attitude toward the ad (A ad ) and …

Merchandising today represents a substantial part of the income of professional soccer teams.
In this paper, we investigate the reasons why merchandising is becoming so successful: …

Children's opinion of advertising and their general skepticism toward it is of the utmost
importance to both practitioners and those responsible for advertising control. In this article, the …