...Hsuan-Hsuan Ku; Fong-Yi Su Purpose Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation. Design...

.... In particular, how product evaluation, in response to affixed labeling, varied as a function of its shape (Study 1a), location (Study 1b), the combination of shape and location cues (Study 1c) and the strength of message claims conveyed by such labels (Study 2). Perceived product newness is assessed...

...Rania W. Semaan; Stephen Gould; Mike Chen-ho Chao; Andreas F. Grein Purpose Country-of-origin (COO) effects on product evaluations have been widely applied in international marketing, albeit with mixed results. One stream of research values its importance in decision-making, whereas another stream...

...Mariëlle E.H. Creusen; Gerda Gemser; Marina Candi Purpose The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related experiential augmentation and experiential augmentation...

... Product evaluation Advertising Entertainment marketing “Elliott places candy on the carpet, then walks backwards down the hallway towards his room. E.T. walks up the stairs and reaches out for the candy, which he then takes into his hand and eats.” (Mathison, 1981). The candy in the preceding...

... effectiveness of the product attribute type on product evaluation. Design/methodology/approach – Drawing on the literature on goals, emotions and behaviors, this research advances and tests hypotheses with two studies and an ANOVA. Findings – This study shows that when consumers experience positive...

...Yael Steinhart Purpose The current research aims to explore the differential effects of bundling products with guarantees (explicit promises of product performance) or with diagnostic kits (kits that allow the user to measure actual product performance) on pre‐purchase product evaluations...