Monthly Archives:

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… Read More: Using Self-referencing to Explain the Effectiveness of Ethnic Minority Models… »

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… Read More: A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer… »

Planned or Impulse Purchases? How to Create Effective Infomercials

TOM AGEE University of Auckland, New Zealand t.agee@paradise.net.n2 BRETT A. S. MARTIN University of Auckland, New Zealand bas.martin@auckland.ac.nz   Conventional wisdom suggests that most purchases made from infomercials— 30-minute direct-response television advertisements—are made on impulse. However, this study of 878 infomerciai purchasers of six products from a major internationai infomerciai marketer indicates that the majority… Read More: Planned or Impulse Purchases? How to Create Effective Infomercials »

The Role of Gender Identity and Self-Construal Salience In Evaluations of Male Models

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models Brett A. S. Martin & Juergen Gnoth Published online: 30 January 2009 Springer Science + Business Media, LLC 2009 Abstract This research examines how men react to male models in print advertisements. In two experiments,… Read More: The Role of Gender Identity and Self-Construal Salience In Evaluations… »

Email Advertising: Exploratory Insights from Finland

BRETT A. S. MARTIN University of Auckland Business School bas.martin@aucklancl.ac.nz JOEL VAN DURME University of Auckland Business Schoolj.vandurme@auckiand.ac.nz MIKA RAULAS Institute of Direct Marketing Excellence Helsinki School of Economics raulas@hkkk.fi MARKO IVIERISAVO Institute of Direct Marketing Excellence Helsinki School of Economics merisavo@hkkk.fi   Since the advent of the internet, much speculation has ensued regarding its… Read More: Email Advertising: Exploratory Insights from Finland »

Product Placement in US and New Zealand Television Soap Operas: An Exploratory Study

SIMON J. PERVAN Department of Accounting and Management, La Trobe University,Victoria 3086, Melbourne, Australia BRETT A. S. MARTIN Department of Marketing,University of Auckland Business School, Private Bag 92019,Auckland, New Zealand Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world,surprisingly little has been written about… Read More: Product Placement in US and New Zealand Television Soap Operas:… »

Using the Imagination: Consumer Evoking and Thematizing of the Fantastic Imaginary

BRETT A. S. MARTIN*   This article explores the process by which consumers evoke and thematize the fantastic imaginary when playing a fantasy-based trading card game. Interviews with 15 informants, all players of Magic: The Gathering, serve as data. The result is a new framework that reveals how the fantastic imaginary is evoked and thematized.… Read More: Using the Imagination: Consumer Evoking and Thematizing of the Fantastic… »

The Influence of Gender on Mood Effects in Advertising

Brett A. S. Martin University of Auckland   ABSTRACT The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting… Read More: The Influence of Gender on Mood Effects in Advertising »