Using Self-referencing to Explain the Effectiveness of Ethnic Minority Models in Advertising

Christina Kwai-Choi Lee, Nalini Fernandez and Brett A.S. Martin University of Auckland Business School, New Zealand Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to […]

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How To Stop Binge Drinking and Speeding Motorists: Effects of Relational-Interdependent Self-Construal and Self-Referencing on Attitudes Toward Social Marketing

BRETT A. S. MARTIN1 *, CHRISTINA KWAI-CHOI LEE2 , CLINTON WEEKS1 and MARIA KAYA1 1 QUT Business School, Queensland University of Technology, 2 George Street, Brisbane QLD 4000, Australia 2 School of Business, Monash University, Sunway Campus, Jalan Lagoon Selatan, Bandar Sunway, 46150, Selangor Darul Ehsan Malaysia   ABSTRACT   How can marketers stop speeding […]

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A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time

BRETT A. S. MARTIN   This article examines an unexplored area of consumer research—the effect of accidental interpersonal touch (AIT) from a stranger on consumer evaluations and shopping times. The research presents a field experiment in a retail setting. This study shows that men and women who have been touched by another consumer when examining […]

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