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Displaying results 1 to 9 of 9.

  1. Die Wirkung rhetorisch gestalteter Werbemittel unter dem Einfluss des "Need for Cognition" der Werbeadressaten
    theoretische Überlegungen und experimentelle Prüfung
    Author: Corsten, Thomas Johannes Walter
    Published: 2013

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    Niedersächsische Staats- und Universitätsbibliothek Göttingen
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    DISS 2014 A 249
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    Staats- und Universitätsbibliothek Hamburg Carl von Ossietzky
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    A/619067
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    Technische Informationsbibliothek (TIB) / Leibniz-Informationszentrum Technik und Naturwissenschaften und Universitätsbibliothek
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    oek 7995/057
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    Thüringer Universitäts- und Landesbibliothek
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    WIR:OP:300:C826::2013
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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    A14-1981
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    Otto-von-Guericke-Universität, Universitätsbibliothek
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    2014.06848:1
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    Universitätsbibliothek Rostock
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    QP 632 C826
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    Content information
    Source: Union catalogues
    Language: German
    Media type: Dissertation
    Format: Print
    RVK Categories: QP 632
    Subjects: Werbepsychologie; Werbemittel; Rhetorische Figur
    Scope: XII, 293 S.
    Notes:

    Aachen, Techn. Hochsch., Diss., 2013
  2. Men vote in Mars, women vote in Venus
    a survey experiment in the field
    Author: Galasso, Vincenzo; Nannicini, Tommaso
    Published: 2013
    Publisher:  Centre for Economic Policy Research, London

    Location:
    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    W 32 (9547)
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Print
    Series: Array ; 9547
    Subjects: Wahlkampf; Werbepsychologie; Werbewirkung; Geschlecht; Wahlverhalten; Kommunalwahl; Mailand
    Scope: 46 S., graph. Darst.
    Notes:

    Parallel als Online-Ausg. erschienen
  3. Men vote in Mars, women vote in Venus
    a survey experiment in the field
    Author: Galasso, Vincenzo; Nannicini, Tommaso
    Published: 2013
    Publisher:  IZA, Bonn

    This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were... more

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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    DS 4 (7483)
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    This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were exposed to the same incumbent's campaign but to different opponent's campaigns, with either a positive or a negative tone. The third - control - group received no electoral information. The campaigns were administered online and consisted of a bundle of advertising tools (videos, texts, slogans). Stark gender differences emerge. Negative advertising increases men's turnout, but has no effect on women. Females, however, vote more for the opponent and less for the incumbent when they are exposed to the opponent's positive campaign. Exactly the opposite occurs for males. Additional tests show that our results are not driven by gender identification with the candidate, ideology, or other voter's observable attributes. Effective strategies of persuasive communication should thus take gender into account. Our results may also help to reconcile the conflicting evidence on the effect of negative vs. positive advertising, as the average impact may wash out when aggregated across gender.

     
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    Content information
    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/80695
    Series: Discussion paper series / Forschungsinstitut zur Zukunft der Arbeit ; 7483
    Subjects: Wahlkampf; Werbepsychologie; Werbewirkung; Geschlecht; Wahlverhalten; Kommunalwahl; Mailand
    Scope: Online-Ressource (46 S.), graph. Darst.
  4. Men vote in Mars, women vote in Venus
    a survey experiment in the field
    Author: Galasso, Vincenzo; Nannicini, Tommaso
    Published: 2013
    Publisher:  CESifo, München

    This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were... more

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    Staats- und Universitätsbibliothek Bremen
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    Niedersächsische Staats- und Universitätsbibliothek Göttingen
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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    DS 63 (4328)
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    This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were exposed to the same incumbentś campaign but to different opponentś campaigns, with either a positive or a negative tone. The third-control-group received no electoral information. The campaigns were administered online and consisted of a bundle of advertising tools (videos, texts, slogans). Stark gender differences emerge. Negative advertising increases menś turnout, but has no effect on women. Females, however, vote more for the opponent and less for the incumbent when they are exposed to the opponentś positive campaign. Exactly the opposite occurs for males. Additional tests show that our results are not driven by gender identification with the candidate, ideology, or other voterś observable attributes. Effective strategies of persuasive communication should thus take gender into account. Our results may also help to reconcile the conflicting evidence on the effect of negative vs. positive advertising, as the average impact may wash out when aggregated across gender.

     
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    Content information
    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/79656
    RVK Categories: QB 910
    Series: Array ; 4328
    Subjects: Wahlkampf; Werbepsychologie; Werbewirkung; Geschlecht; Wahlverhalten; Kommunalwahl; Mailand
    Scope: Online-Ressource (46 S.), graph. Darst.
  5. Seeing without looking
    the effects of hemispheric functioning on memory for brands in computer games
    Author: Yoon, Gunwoo; Vargas, Patrick T.
    Published: 2013

    Location:
    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    Source: Union catalogues
    Language: English
    Media type: Article (journal)
    Format: Print
    Parent title: In: Journal of advertising; Philadelphia, Pa. : Taylor & Francis, 1972; 42(2013), 2/3 vom: Apr./Sept., Seite 131-141

    Subjects: Computerspiel; Werbung; Werbewirkung; Markenartikel; Wahrnehmung; Werbepsychologie
    Scope: Ill., graph. Darst.
  6. How advergame content influences explicit and implicit brand attitudes
    when violence spills over
    Author: Waiguny, Martin K. J.; Nelson, Michelle R.; Marko, Bernhard
    Published: 2013

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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    Source: Union catalogues
    Language: English
    Media type: Article (journal)
    Format: Print
    Parent title: In: Journal of advertising; Philadelphia, Pa. : Taylor & Francis, 1972; 42(2013), 2/3 vom: Apr./Sept., Seite 155-169

    Subjects: Computerspiel; Werbung; Werbewirkung; Markenimage; Gewalt; Spillover-Effekt; Werbepsychologie
    Scope: graph. Darst.
  7. Who is the loser when I lose the game?
    does losing an advergame have a negative impact on the perception of the brand?
    Author: Steffen, Celina; Mau, Gunnar; Schramm-Klein, Hanna
    Published: 2013

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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    Source: Union catalogues
    Language: English
    Media type: Article (journal)
    Format: Print
    Parent title: In: Journal of advertising; Philadelphia, Pa. : Taylor & Francis, 1972; 42(2013), 2/3 vom: Apr./Sept., Seite 183-195

    Subjects: Computerspiel; Werbung; Werbepsychologie; Werbewirkung; Markenimage
    Scope: Ill., graph. Darst.
  8. Psychophysiological responses to background brand placements in video games
    Author: Gangadharbatla, Harsha; Bradley, Samuel; Wise, Wesley
    Published: 2013

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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    Source: Union catalogues
    Language: English
    Media type: Article (journal)
    Format: Print
    Parent title: In: Journal of advertising; Philadelphia, Pa. : Taylor & Francis, 1972; 42(2013), 2/3 vom: Apr./Sept., Seite 251-263

    Subjects: Product Placement; Computerspiel; Werbewirkung; Werbepsychologie; Biowissenschaften; Neurowissenschaften
    Scope: Ill., graph. Darst.
  9. Ad-evoked illusory judgments in fantasy sports participation
    effects of customization level and expert information
    Author: Kwak, Dae Hee; Lee, Joon Sung; Mahan, Joseph
    Published: 2013

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    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
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    Source: Union catalogues
    Language: English
    Media type: Article (journal)
    Format: Print
    Parent title: In: Journal of sport management; Champaign, Ill. : Human Kinetics Publ., 1987; 27(2013), 5 vom: Sept., Seite 393-406

    Subjects: Sport; Computerspiel; Interaktive Medien; Werbung; Werbepsychologie; Systematischer Fehler
    Scope: graph. Darst.