This article presents a typology of the different ways in which consumers resist advertising,
and the tactics that can be used to counter or avoid such resistance. It brings together …

For undergraduate-level courses in Industrial and Organizational Psychology, Business
Psychology, Personnel Psychology and Applied Psychology. Psychology and Work Today …

Now available in a significantly updated second edition featuring two new chapters, Social
Communication in Advertising remains the most comprehensive historical study of …

Now available in a significantly updated third edition to address new issues such as the
Internet and globalization, Social Communication in Advertising remains the most …

Do creative ad executions like large ad sizes and intrusive ad formats that enhance
communication outcomes and clickthroughs immediately after ad exposure persist over …

We develop a conceptual framework about the impact that branding activity (the audiovisual
representation of brands) and consumers' focused versus dispersed attention have on …

As consumers and business increasingly use the Internet, understanding how and why
users choose website links or email links becomes correspondingly important. Two recent …

This study examines the impact of adding an audible reference to a visually prominent brand
placement on recognition of the brand placed. Facilitated recognition scores were used to …

As the recent years saw the rapidly decreasing effectiveness of traditional brand
communications, event-marketing has emerged as a new breed of communication strategy …

The digital video recorder (DVR) is tilting the playing field in the television industry,
empowering viewers at the expense of advertisers and networks. Available evidence …