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Articles by Michael LaTour
Besinnliches Konzert: Botschaft der Engel
Schiffsreise Südostasien. Pulsierende Metropolen wie Hongkong, Bangkok oder Singapur, die alte verbotene purpurne Stadt in Hue, perlweiße Strände in Koh Samui, die lauten und lebendigen Altstadtgassen von Hanoi und noch so viel mehr erleben die Passagiere einer Schiffsreise nach Südostasien mit den Kreuzfahrtfreunden aus der Pfalz. Und das alles gemeinsam, als deutschsprachige Gruppe. Mit anderen Menschen, die diese außergewöhnlichen Abenteuer ebenfalls erleben und teilen. Faszination...
When Kiosk Retailing Intimidates Shoppers: How Gender-Focused Advertising Can Mitigate the Perceived Risks of the Unfamiliar | WARC
This study addresses kiosk-based shopping behavior among female consumers. The authors sought to build upon existing promotional retail research that showed and explained gender differences in experiential shopping environments. Consumer sentiment Marketing to men Purchase behaviour Shopper research & insight Marketing to women POP & in-store United States Strategy My Bui Loyola Marymount University Anjala S. Krishen University of Nevada, Las Vegas Michael S. LaTour Cornell University Management...
The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior
This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster". Wines Carbonated soft drinks United States Strategy MANAGEMENT SLANT How consumers experience taste is heritable, particularly with regard to bitter and sweet taste sensations, and this can be assessed through a simple paper taste strip. Segmentation of consumers by... WARC subscribers can sign in to keep reading Not a subscriber?
How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising | WARC
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Brand equity & strength Brand loyalty Attitudes to advertising Emotion Imagery & art direction Engagement United States Strategy Altaf Merchant University of Washington, Tacoma Kathryn LaTour Cornell University John B. Ford Old Dominion University Michael S. LaTour Cornell University Management slant...
The Naked Truth: Revealing the Affinity for Graphic Sexual Appeals in Advertising
Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.” Using a large national panel (N = 1,506), the current research manipulated levels of nudity in fragrance ads and assessed key constructs including Sexual Self Schema, Sensation Seeking, and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale to determine which factors best account for individual response.
From the Editor
All of us who have been engaged in the academic publication process know how difficult, and at times daunting, the review process is. Clearly, there are “low points” in the process which often come as rude shocks especially to those who are early in their academic careers. Of course, the key is to persevere, which is easier said than done. However, life lessons can provide inspirational insight. Let me share a poignant one of mine. In 2008, I was diagnosed with high-grade bladder cancer and endured …
From the Editor
From the Editor Taking a Deep Dive Part of the unique intellectual force of the Cornell Hospitality Quarterly (CQ) are featured special issues under the guidance of a selected distinguished expert as guest editor. In keeping with that tradition, I would like to express my deep appreciation to Dr. Haragopal Parsa, the Barron Hilton Professor at the University of Denver, for serving as guest editor for this special issue on sustainability and …
Editorial on Invited Article
Editorial on Invited Article
The Role of Accent on the Credibility and Effectiveness of the Salesperson
The study focuses on assessing the impact of a salesperson's accent on people's perception of his effectiveness, including credibility, competence, friendliness, and intentions to buy. One hundred and forty-six students listened to tape recordings of three presenters speaking with Greek-accented English and three presenters speaking with standard American accent. The message was a hypothetical sales pitch for a VCR.
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