... received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed...

...Darlene Walsh Purpose – The purpose of this paper is to examine whether priming words related to a healthy eating goal can facilitate self-control among depleted people. Design/methodology/approach – A between-subject experimental design was employed, and participants were randomly assigned...

...David B. Jones Presents a communications relationship model for setting promotional goals. The model divides promotional objectives into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process. Its focus is primarily on how advertising...