Focus: consumer response



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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 Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

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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