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Advances in Advertising Research X

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Cover of 'Advances in Advertising Research X'

Table of Contents

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    Book Overview
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    Chapter 1 Branded App Engagement: Comparing Apps from Goods and Service Brands
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    Chapter 2 Patient Satisfaction with the Primary Care Physician and Usage of Physician Rating Websites: How Do They Relate to Each Other?
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    Chapter 3 Influencer Marketing and its Impact on the Advertised Brand
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    Chapter 4 The Effects of Abstract vs. Concrete Mindsets on the Persuasiveness of Online Reviews: A Construal Level Perspective
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    Chapter 5 Consumer View on Personalized Advertising: Overview of Self-Reported Benefits and Concerns
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    Chapter 6 Customer Engagement through the Vocal Touchpoint: An Exploratory Cross-Cultural Study
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    Chapter 7 The Impact of Capitalization on Advertising Headline Readability
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    Chapter 8 Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect
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    Chapter 9 The Role of Creativity in a Digital World: Advertising Practitioner Views from China
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    Chapter 10 Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences
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    Chapter 11 Written Honesty is the Best Policy: Effects of Disclosure Explicitness and Disclosure Modality on Brand Responses via Critical Attitudes
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    Chapter 12 The Effects of a Third-Party Certification Seal in Advertising: The Role of Need for Cognition
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    Chapter 13 Are Your Products Arranged in a Good Shape? The Effect of Entitativity on the Attitudes toward Family Brands
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    Chapter 14 Bilingual Consumers’ Response to the Use of Catalan and Spanish in Advertising in Catalonia
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    Chapter 15 Deception by Endorsers. An Empirical Analysis of Deceptive Claims in Advertising
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    Chapter 16 European Destination Managers’ Ambivalence Towards the Use of Shocking Advertising
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    Chapter 17 TV Advertising Reach: Model for Effective Scheduling
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    Chapter 18 Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising
Attention for Chapter 8: Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect
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Chapter title
Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect
Chapter number 8
Book title
Advances in Advertising Research X
Published by
Springer Gabler, Wiesbaden, January 2019
DOI 10.1007/978-3-658-24878-9_8
Book ISBNs
978-3-65-824877-2, 978-3-65-824878-9
Authors

Antonia Kraus, Heribert Gierl, Kraus, Antonia, Gierl, Heribert

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