... effectiveness on printed advertisements of sports events. This is an area that has received less research interest. Design/methodology/approach In total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement...

...Aaron Gazley; Jayne Krisjanous; Kim‐Shyan Fam; Reinhard Grohs Purpose The purpose of this paper is to examine Asian consumers' attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and disliked ads and the cultural differences...

... The findings confirm the existence of unrealistic optimism in the marketing setting and show that first, lower levels of optimism are associated with higher purchase intentions for the product; second, hazard‐related behavior priming advertisement appeals lead to lower purchase intentions than do...