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The influence of socialization agents on consumer responses to over-the-counter medicine advertising (OTCA) Karen Whitehill King and Emeritus and Retired Faculty

Abstract: This study examined the mechanisms through which attitudes toward OTCA in general and OTCA prompted behaviors are formed based on a consumer socialization framework. An online survey was conducted using […]

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). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter Hye Jin Yoon

Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]

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Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands Jooyoung Kim

Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology. […]

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In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response Karen Whitehill King and Shuoya Sun

Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad […]

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