General

Reference Number:
Date Posted: 31/07/2006
Classification: General
Authors: Shimp T.A., & Stuart E.W.
Year Published: 2004
Title: The role of disgust as an emotional mediator of advertising effects.
Journal: Journal of Advertising
Volume: 33
Issue: 1

Pages:

 43-53
Availability: www.proquest.com
Country: America
Methodology

>> Classification:

 Quantitative
>> Sample Size: 138
>> Response Rate:
>> Validity Measures:
>> Reliability Measures:
>> Data Analysis: t tests, Regression analysis.
Main Findings: The results of this study suggest that food-related disgust partially mediates the effect that advertising content has on both ad-related evaluations and purchase intention. The implications for advertising theory and practice are discussed.
Management Implications:
Rating: ***
 
     
 

* - commentary, no evidence
** - makes limited contribution on limited evidence
*** - good research – limited generalisability
**** - good research – rigorous, limited applications
***** - excellent research, very sound evidence, policy/strategy informer

 
 
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