This study extends the Donovan and Rossiter (1982) study which introduced the Mehrabian-Russell
(MR) environmental psychology model into the store atmosphere literature. …

Construct definition, Object classification, Attribute classification, Rater identification, Scale
formation, and Enumeration and reporting (C-OAR-SE) is proposed as a new procedure for …

This study compares the predictive validity of single-item and multiple-item measures of attitude
toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most …

This book presents a completely new approach to the management of advertising and (sales)
promotion.... The book is written for: MBA students taking a single course in advertising …

… Toward that end this article dicusses the strategic implications of the model proposed by
Rossiter and Percy (1980, 1987) for executing ad- Psychology & Marketing 0 1992 John Wiley & …

This article studies children's levels of understanding of television commercials and the
associated effects upon attitudes and purchase request tendencies. Attribution theory, with its …

Marketing Communications, by Rossiter and Bellman, is the definitive new text in the field. It
is the only textbook in marketing communications that draws comprehensively from both the …

A new theory of the way in which advertising can influence consumers' attitudes toward
products is proposed. The theory is based on visual imagery and classical conditioning rather …

The present study addresses how to measure three constructs commonly used in advertising
research, namely attitude towards the ad, brand attitude and brand purchase intention. The …

The purpose of this study is threefold: To compare many old and new media channels in
terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness, …