Advertising people recognize the great importance of understanding children's attitude toward
brands if one intends to develop effective advertisements. In fact, the goal of numerous …

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 …

Commonly regarded as an important driver of donation behavior, public recognition also
can reduce donations. With three studies, this research manipulates whether donors receive …

After having presented the mood construct, a brief overview of the literature on mood and
consumer behavior and the interest of studying mood and children, the authors detail the …

This paper investigates 8-to 11-year-olds' reactions to advertising communication with a
specific focus on the construct validity of the scales used to measure the main variables studied. …

Little is known on the appraisal of ethically questionable not- for-profit actions such as social
marketing advertising campaigns. The present study evaluates the ethical acceptance by …

Cet article présente deux expérimentations démontrant l'efficacité publicitaire d'annonces
contenant une menace et visant à promouvoir l'alimentation équilibrée auprès des 8-12 ans. …

This paper presents an exploratory interpretative study of decision making within groups of
friends. Eighteen groups were observed and interviewed while making leisure decisions. …

Three studies are conducted to investigate co-branding in advertising by manipulating product
and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (…

This paper aims to explore the profession of mobility manager and to find out whether they
achieve (or not) change in the commuting behaviours of employees. We firstly use data of a …