Advances in Advertising Research (Vol. V)

1. Front Matter

   Pages i-xi

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2. Part I Advertising Appeals and Processing

   1. Front Matter

      Pages 1-1

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   2. Metaphor-Ad Layout Consistency Effects: The Moderating Role of Personality Traits

      • Lampros Gkiouzepas

      Pages 3-13

   3. A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

      • Beatriz Casais, João F. Proença

      Pages 15-27

   4. Color in Print Advertising: Effects on Implicit and Explicit Memory and Priming

      • Antigone G. Kyrousi, George G. Panigyrakis

      Pages 29-45

   5. Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements

      • Martina Maurer, Heribert Gierl

      Pages 47-60

3. Part II Online and Mobile Advertising

   1. Front Matter

      Pages 61-61

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   2. The Impact of Managerial Responses to Online Reviews on Consumers’ Perceived Trust and Attitude

      • Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens

      Pages 63-74

   3. The Good and the Bad of Negative Word-of-Mouth: Empirical Investigation into the Effect of Online Messages

      • Su Jung Kim, Rebecca Jen-Hui Wang, Edward C. Malthouse

      Pages 75-88

   4. “I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

      • Sonja Grabner-Kräuter, Martin K. J. Waiguny

      Pages 89-102

   5. “Too Close for Comfort”: The Negative Effects of Location-Based Advertising

      • Martina Čaić, Dominik Mahr, Elizabeth Aguirre, Ko de Ruyter, Martin Wetzels

      Pages 103-111

4. Part III TV Advertising and Product Placement

   1. Front Matter

      Pages 113-113

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   2. How Informative Are Chinese Television Commercials?

      • Liyong Wang, Carolus L. C. Praet

      Pages 115-128

   3. Media Multitasking with Television News: The Interaction of Content and Audience Factors

      • Vijay Viswanathan, Hilde Voorveld

      Pages 129-141

   4. Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

      • Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker

      Pages 143-157

5. Part IV Cultural, Gender, and Age Issues in Advertising

   1. Front Matter

      Pages 159-159

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   2. GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace

      • Barbara Mueller, Sandra Diehl, Ralf Terlutter

      Pages 161-175

   3. Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets

      • Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker

      Pages 177-190

   4. The Advertising Literacy of Primary School Aged Children

      • Suzanna J. Opree, Esther Rozendaal

      Pages 191-201

   5. To Drink More Water or Less Coke? Promoting Healthy Eating Among Children Using Regulatory Fit Theory

      • Benjamin Ka Lun Cheng

      Pages 203-215

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

• Consumer Behavior
• Interactive Advertising
• International Advertising
• Mobile Advertising
• New Advertising Formats
• New Media

• Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

  Ivana Bušljeta Banks

• Marketing Department, University of Antwerp, Antwerp, Belgium

  Patrick De Pelsmacker

• Depto. Financiacione Fac. de Ciencias Econ. y Empresariales, Universidad Autónoma de Madrid, Madrid, Spain

  Shintaro Okazaki

Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

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