In this article, the authors introduce the concept that people's earliest and defining product
memories can be used as a projective tool to help managers more fully understand consumers…

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive
memory processes suggests that advertising can exert a powerful retroactive effect on how …

… Kathryn A. Braun-LaTour is an assistant professor of hospitality marketing in the William F.
Harrah College of Hotel Administration at the University of Nevada–Las Vegas, Las Vegas, …

A major goal for advertising is to have an enduring emotional impact on an audience by
facilitating their creation of personally relevant understandings of an advertisement. This is …

With product placement—the deliberate insertion of branded products into an entertainment
program aimed at influencing the audience—becoming increasingly popular, research into …

How effective is an advertising campaign that has consistently used the same theme since
consumers' early childhood? To answer that question one has to consider the effect the …

How advertising can influence or change consumers' product experience has been a topic
of great interest to marketers. The majority of research has suggested that advertising …

This manuscript reports three experiments investigating the impact of television
programming context on the processing of a fear-appeal message. This is done using a dual-motivation …

Marketers seek new ways of gaining attention in our age of information bombardment, and
one popular way has been to utilize schema-incongruent language. The present article …

A study of the effects of reconstructive memory points the way to dealing with the damage to
a business’s reputation that follows an instance of negative publicity. The study contradicts …