marketing communication Archive
A neuroscience perspective on consumer responses to marketing communication
Glenn Leshner, Russell Clayton, Glenna Read, & Kevin Wise (in press). “A neuroscience perspective on consumer responses to marketing communication,” in R. G. Magee (Ed.), The DeGruyter Handbook of Marketing […]
Panelist on “The Voice Catchers: How Marketers Listen In to Exploit Your Feelings, Your Privacy, and Your Wallet.”
Abstract: This Author Meets Critics conversation (with Edward Timke, Duke University; Mara Einstein, Queens College, CUNY; Nora Draper, Univ. New Hampshire) focuses on Joseph Turow’s book The Voice Catchers: How […]
The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism.
Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of […]