1. Αποθετήριο Παραδοτέων Υποτρόφων Δράσεων ΕΣΠΑ Τριτοβάθμιας Εκπαίδευσης 2017-2023
2. Όλο το Αποθετήριο
3. Ερευνητικές ομάδες

Τύπος:	Ανακοίνωση σε συνέδριο
Τίτλος:	Physiological versus self-report measures in emotional advertising, considering the moderating role of social desirability: a research agenda
Συγγραφέας:	[EL] Μαργαρίτη, Κωστούλα[EN] Margariti, Kostoula [EL] Τσίχλα, Ειρήνη[EN] Tsichla, Eirini [EL] Χατζηθωμάς, Λεωνίδας[EN] Hatzithomas, Leonidas [EL] Βουτσά, Μαρία[EN] Voutsa, Maria
Ημερομηνία:	11/07/2019
Περίληψη:	Contemporary literature extensively deals with the role of emotional appeals in advertising and their impact on consumers' responses, such as emotions and attitudes. Nevertheless, the measurement of such responses is only narrowly tested by both physiological and self-report measures, considering the potential moderating effect of social desirability. This paper focuses on a body of studies that deals with a) emotional appeals, b) social desirability, and c) physiological measures, constructing propositions that highlight the importance of using physiological measures in order to unveil consumers' true reactions towards emotional advertising, dependent on whether they watch the advertisement in private or in public. Building on the "game of impressions'' and the need of consumers to be socially desirable, this research expects that the latter will not disclose their actual responses towards an emotional advertisement in self-assessment questionnaires, whereas their facial expressions will accurately report their emotional reactions. The propositions of the present paper seek to provide fruitful implications for both academics and practitioners.
Γλώσσα:	Αγγλικά
Τόπος δημοσίευσης:	Heraklion Crete, Greece
Σελίδες:	3
ISBN:	978-618-80440-5-0
Θεματική κατηγορία:	[EL] Μάρκετινγκ[EN] Marketing
Λέξεις-κλειδιά:	Gender; Advertising
Κάτοχος πνευματικών δικαιωμάτων:	© by the author(s)
Διατίθεται ανοιχτά στην τοποθεσία:	http://iccmi2019.org/file/ICCMI-2019-Conference-Proceedings.pdf
Ηλεκτρονική διεύθυνση του τεκμηρίου στον εκδότη:	http://iccmi2019.org/file/ICCMI-2019-Conference-Proceedings.pdf
Τίτλος πηγής δημοσίευσης:	7th International Conference on Contemporary Marketing Issues -7th ICCMI 2019 Conference Proceedings
Σελίδες τεκμηρίου (στην πηγή):	14-16
Όνομα εκδήλωσης:	7th International Conference on Contemporary Marketing Issues
Τοποθεσία εκδήλωσης:	Heraklion, Crete, Greece
Ημ/νία έναρξης εκδήλωσης:	10/07/2019
Ημ/νία λήξης εκδήλωσης:	12/07/2019
Σημειώσεις:	This study is co-financed by Greece and the European Union (European Social Fund) through the Operational Programme “Human Resources Development, Education and Lifelong Learning” (Partnership Agreement 2014- 2020). The authors contributed equally to the present work.
Εμφανίζεται στις συλλογές:	Ερευνητικές ομάδες