Vivid, highly saturated colors are often perceived as exciting and arousing, making them
popular in branding and package design. However, are foods packaged in vivid colors also …

Ads promising a desired change are ubiquitous in the marketplace. These ads typically
include visuals of the starting and ending point of the promised change (“before/after” …

While some recent studies found that product perceptions could engender an attitude toward
the product's origin-country as a travel destination (destination-attitude), a theoretical …

Contrary to conventional belief and the existing literature, recent research has shown that
difficult‐to‐read fonts on marketing communications may evoke perceptual disfluency and …

Purpose Supermarket promotions typically use a standard label, which displays the regular
price, discounted price and discounted unit price. Visits to supermarkets across multiple …

Marketers commonly adopt a theme to unify their design of an environment in which their
products are displayed. A thematic display environment can be congruent with or unrelated …

This study is designed to fill any explanatory gaps that have been traditionally
underexplored when considering the interplay of implicit/automatic/unconscious and …

Background Priming is a process in which exposure to a stimulus activates relevant mental
representations that are given increased weight in subsequent judgment tasks. Affective …

Automatic, unconscious processes largely influence human decision-making. However,
quantitative market research focuses on eliciting conscious responses. This foregoes the …

Although sold by television channels for high fees, the effectiveness of tandem-spots and
brand exclusivity has not been investigated so far. A 2× 2 between-subjects experiment (N …