By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki
The objective of the booklet is to improve extra systematic learn within the fields of ads and verbal exchange shape a global point of view. well known communique researchers from world wide have contributed to the making of this publication.
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Extra resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research
In: Advances in Consumer Research, 34. 500-506. Jung, J. ; Kellaris, J. J. (2004): Cross-National Differences in Proneness to Scarcity Effects. The Moderating Roles of Familiarity, Uncertainty Avoidance, and Need for Cognitive Closure. In: Psychology and Marketing, 21 (9). 739-753. Keller, K. L. (2008): Strategic Brand Management. Building, Measuring and Managing Brand Equity, 3rd Ed. : Prentice Hall. Keller, K. , Aaker, D. A. (1992): The Effects of Sequential Introduction of Brand Extensions. In: Journal of Marketing Research, 29 (February): 35-50.
Kirsche, M. (2005): Limited-Edition Candy Provides Short – but Sweet – Sales Boosts. In: Drug Store News, Consumables. 04/11/2005: 45. , Trivedi, M. (2006): Estimation of Variety Seeking for Segmentation and Targeting. An Empirical Analysis. In: Journal of Targeting, Measurement and Analysis for Marketing, 15 (1). 21-29. Lee, M. (1995): Effects of Schema Congruity and Involvement on Product Evaluations. In: Advances in Consumer Research, 22. 210-216. Leuba, C. (1955): Toward some Integration of Learning Theories.
The exploratory information seeking (EIS) is “a tendency to obtain cognitive stimulation through the acquisition of consumption-relevant knowledge out of curiosity” (Baumgartner/Steenkamp 1996, S. 125). As a result of the exploratory tendency, explorative behaviours aim at the variations of the consumers’ surrounding attractions and act as a stimulant to the organism (Berlyne 1960; Raju 1980; Baumgartner/Steenkamp 1996). Van Trijp et al. (1996) show that explorative behaviour is expected particularly in those product categories with low product involvement (Hoyer/Ridgway 1984).
Advances in Advertising Research, Volume 1: Cutting Edge International Research by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki