the psychology of Selling and Advertising

Essay 1> An audience of one: Behaviorally targeted ads as implied social labels. Essay 2 > Goal-attribute compatibility in consumer choice.

How to position a product_ Strategies and insights

emotional attachment to the brand . motional brand attachment and brand personality: The relative importance of the actual and the ideal self. References Malär, L., Krohmer, H., Hoyer, W. D., Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75, 35-52. References Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research...

humour’s distraction properties inhibit the formation of negative brand associations (BA), secondly, it favours positive BA by eliciting positive emotions (Strick, Holland, Van Baaren, & Van Knippenberg, 2012). Essay 2: Considerations for positive evaluations before even buying References Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The relationship of happiness, impulse buying and brand loyalty. Procedia-Social and Behavioral Sciences, 213, 687-693. Shah, S. S....

Target Audience. essay 1> An audience of one: Behaviorally targeted ads as implied social labels. ). essay 2 Goal-attribute compatibility in consumer choice.