Proceedings of the 2007 Academy of Marketing Science (AMS) by Dheeraj Sharma, Shaheen Borna

By Dheeraj Sharma, Shaheen Borna

​Founded in 1971, the Academy of selling technology is a world association devoted to selling well timed explorations of phenomena relating to the technology of promoting in conception, study, and perform. between its providers to individuals and the group at huge, the Academy bargains meetings, congresses and symposia that allure delegates from all over the world. displays from those occasions are released during this court cases sequence, which deals a finished archive of volumes reflecting the evolution of the sector. Volumes carry state-of-the-art study and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of promoting technology (JAMS) and AMS Review. Volumes are edited through major students and practitioners throughout quite a lot of topic parts in advertising technological know-how.

This quantity comprises the complete court cases from the 2007 Academy of promoting technology (AMS) Annual convention held in Coral Cables, Florida.​

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These findings are noteworthy from a managerial perspective in that they point to the advantages of using average referents in advertising over the of use of superior referents despite the conventional wisdom suggested by ideal self-congruity theory which proposes the opposite. 5 IMPULSE BUYING AS A MOOD BOOSTER: EVIDENCE FROM AN EXPERIMENTAL STUDY AnnaS. Mattila, Pennsylvania State University, USA Li Miao, Pennsylvania State University, USA ABSTRACT Impulse buying is a topic of great interest for most retailers in today's highly competitive marketplace.

To that end, this study experimentally manipulated consumer moods. We also investigated the role of a new individual level factor, Change Seeking, on consumers' ability to resist temptations. The study findings provide support for the notion that consumers engage in impulse shopping for either mood maintenance or mood repair purposes. Moreover, change seekers, in particular those in a bad mood, were highly prone to fail at self-control. Keywords: Impulse buying; Mood state; Self-control 6 THE ROLE OF STORE-EXPERIENCES AND PERSONALITIES IN CREATING CONSUMER EMOTIONAL ATTACHMENTS TO BRANDS Ulrich R.

D. Bruning. 1998. " Public Relations Review 24: 55-65. Madrigal, R. 2000. " Journal ofAdvertising 29: 13-24. =--:----::-:-_2003. "Investigating an Evolving Leisure Experience: Antecedents and Consequences of Spectator Affect during a Live Sporting Event. Journal ofAdvertising 29: 13-24. Nunnally, J. , Bernstein, I. H. (1994). ). New York: McGraw-Hill. Roy, D. P, and T. R. Graeff. 2003. " Sport Marketing Quarterly 12(3): 163-172. , J. Fink, and D. Anderson. 2003. " Sport Marketing Quarterly 12: 8-17.

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