By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)

​Advances in ads examine are released by way of the eu ads Academy (EAA). This quantity is a compilation of study provided on the tenth foreign convention on learn in ads (ICORIA) which was once held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services, in addition to an more and more cluttered media setting, ads study is faced with a number of demanding situations. in contrast history, Advances in advertisements learn (Vol. three) is gaining importance in advancing, selling, disseminating, and stimulating top of the range advertisements learn. This ebook presents cutting-edge study in foreign advertisements with twenty-nine articles by way of popular ads and conversation students from the global ICORIA network.

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Besides the manipulation of model size, the authors considered whether the consumers believed that they themselves could control their weight (internals) or whether they felt powerless about their weight (externals). Again, the scale developed by Heatherton and Polivy (1991) to assess appearance self-esteem was applied. In total, 87 female students were assigned to the resulting four experimental conditions. Similar to the procedure of Halliwell and Dittmar (2004), Diedrichs and Lee (2011) integrated either slim or average-size female models in advertisements.

And A. Tellegen (1988), “Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS scales,” in: Journal of Personality and Social Psychology, 54(6), 1063-1070. Zube, E. , Simcox, D. E. and C. S. Law (1987), “Perceptual Landscape Simulations: History and Prospect,” in: Landscape Journal, 6(1), 62-80. 28 7 Hartmann and Apaolaza-Ibáñez Appendix: Selection of experimental advertisements Mountain stream Pine forest Rocky desert Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations Verena Hüttl, University of Augsburg, Germany Heribert Gierl, University of Augsburg, Germany 1 Introduction There is no doubt that thinness is a determinant of physical attractiveness of individuals in Western societies.

2008) assume that the mere categorization effect is mainly driven by an increase in the perceived variety of the offer, which also increases the consumers’ feeling of self-determination and, therefore, positively affects satisfaction. 4 The moderating role of familiarity Bettman et al. (1998) take a constructionist view of consumer preferences. They assume that preference construction is an ongoing process that occurs during the choice making process. Instead of having fixed preferences, consumers build their preferences while they make their decisions.

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