Browsing by Author "Soni, Mayank Jyotsna"
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Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism
Soni, Mayank Jyotsna (2013-11-27)This study explores how involvement of the audience with cognitive/affective program influence their processing of advertisements aired in between the program because of varying involvement within program. An experimental ... -
Impact of Quantity Scarcity and Time Scarcity Appeals on Consumers’ Response: Role of Need for Uniqueness and Deal Proneness
Soni, Mayank Jyotsna (2013)The promotion of products and brands has become increasingly important for marketing managers over the years. One of the commonly used ways to promote a product or brand is through scarcity appeal. Scarcity appeal is defined ...