Pain of payment is the negative psychological affect consumers experience when they
become cognizant that they have lost a certain amount of their financial resources …

Becoming literate has been argued to have a range of social, economic and psychological
effects. Less examined is the extent to which repercussions of becoming literate may vary as …

The interest in healthy food has grown rapidly amongst both consumers and food
manufacturers in recent years. However, which foods should be considered healthy is …

Awe represents a powerful positive emotion that has received limited examination in the
advertising context. The present research draws on construal-level theory to shed light on …

Purpose This research draws upon construal level theory to investigate how brands can
develop effective international marketing strategies using country image versus product …

Language plays an important role in consumers' perceptions and behavior. East Asian
languages, such as Chinese, Korean, and Japanese, are unique in that they can be written …

Companies can choose to depict images and develop narratives in their marketing
communications from the first-person or the third-person point of view (POV). Prior research …

The layout of visual elements in advertising influences consumers' perception and
judgments. The research reported here investigates the influence of the face orientation of a …

Global brands are benefiting from the rapidly growing demand in China. Text displayed both
vertically and horizontally is common in Chinese advertisements. The skillful use of text …

Integrating research on visual marketing, spatial associations, and brand inferences, the
authors conduct four studies demonstrating that when consumers see an ad featuring an …