Faculty Publications, Working Papers

RMU Research #: 22401
 
Title: Materialistic Cue Effects in Print Advertising
 
Author/PI: Jill K Maher;   Michael Hu
 
Date(s): 08/26/2002
 
Category: Marketing
 
Type: Journal Paper
 
Description: This study examines the effects of a materialistic context of an ad on judgments and evaluations of the advertised product. Here, the ad context refers to the pictorial background setting of the ad. Findings from an experiment with consumers illustrate that similarity/dissimilarity between the ad context and the product information presented in the ad produces context effects. These findings support the assimilation/contrast framework. Implications for context effect research and materialism are also discussed.
 
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