TOC: J Mar Res
Introduction
Journal of Marketing Research, 50(4)
On Brands and Word of Mouth
–Mitchell J. Lovett, Renana Peres, and Ron Shachar [] []
Deconstructing the “First Moment of Truth”: Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking
–Sam K. Hui, Yanliu Huang, Jacob Suher, and J. Jeffrey Inman [] []
Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth
–Zoey Chen and Nicholas H. Lurie [] []
Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution
–Rosellina Ferraro, Amna Kirmani, and Ted Matherly [] []
Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs
–Eric T. Anderson and Duncan Simester [] []
Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty
–Eunice Kim Cho, Uzma Khan, and Ravi Dhar [] []
Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign
–Peter J. Danaher and Tracey S. Dagger [] []
Consumer Behavior in “Equilibrium”: How Experiencing Physical Balance Increases Compromise Choice
–Jeffrey S. Larson and Darron M. Billeter [] []
Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments
–Jing Xu, Zixi Jiang, and Ravi Dhar [] []
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