Article1992

Implementing the concept of transformational advertising

100 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Psychological Testing and Assessment

Abstract

Abstract The concept of the transformational effects of advertising is described and refined to provide a definition possibly more useful in empirically studying the construct. Methodological difficulties in testing and using the concept are discussed before proposing projective techniques as an approach which might overcome some of the problems. Finally, a study is reported that illustrates how projective techniques may be used to study transformational advertising.

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References

1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1977Telling more than we can know: Verbal reports on mental processes.1983Advances in Consumer Research 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 1975Situational Variables and Consumer Behavior 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1987The Power of Feelings in Understanding Advertising Effects

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