Faculty Publications, Working Papers
RMU Research #: | 22401 |
Title: | Materialistic Cue Effects in Print Advertising |
Author/PI: | Jill A Kurp; 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. |
Document: | Download Document: Available to RMU Faculty and Staff Only |