By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

ISBN-10: 3834921114

ISBN-13: 9783834921116

The objective of the booklet is to develop extra systematic examine within the fields of ads and conversation shape a global viewpoint. well known conversation 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

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C. , Hoyer, W. , Inman, J. (1996): Why Switch? Product CategoryLevel Explanations for True Variety-Seeking Behavior. In: Journal of Marketing Research, 33 (August): 281-292. Verhallen, T. M. ; Robben, H. S. J. (1994): Scarcity and Preference. An Experiment on Unavailability and Product Evaluation. In: Journal of Economic Psychology, 15 (2). 315-331. , Igou, E. R. (2001): Next to a Star. Paling, Shining, or Both? Turning Interexemplar Contrast Into Interexemplar Assimilation. In: Personality and Social Psychology Bulletin, 27 (1).

219). Therefore, hypothesis 4 can be confirmed. 001) increase significantly high. Therefore, hypothesis 5 can be confirmed as well (fig. 3). 30 Franz-Rudolf Esch, Kai Winter Attitude towards the Brand Brand Creativity 3,00 3,00 3,00 2,00 2,50 2,50 2,50 1,50 1,89 2,00 2,00 2,25 2,10 1,84 1,50 1,50 1,25 1,00 2,00 1,00 1,00 1,50 0,50 0,00 1,00 0,90 0,50 0,50 0,50 - 0,50 0,00 0,00 0,00 - 1,00 -0,90 before launching 1 Limited Edition after launching 2 Limited Edition -0,74 before launching 1 Limited Edition after launching 2 Limited Edition Strong Brand Weak Brand Figure 3: 7 Results of experiment II Conclusions The results show that consumers in the low involvement-area apply a “scarce = novel”-heuristic and that they conclude from the limitation to the exclusiveness of the product.

Coding is a process of simultaneously reducing the data, by dividing it into units of analysis and coding each unit. Data collection, constant comparison, and coding are performed simultaneously, until the categories are saturated. This occurs when gathering new data neither adds new theoretical insights, nor reveals any new properties of the core categories. This is called the “saturation point”. In this way, initial sampling, which is used to address the initial research inquiries, should be amplified by theoretical sampling, which is used to explicate and confirm the resulting categories.

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Advances in Advertising Research, Volume 1: Cutting Edge International Research by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

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