Browsing Faculty Publications (Bibliographic) by Author "Puzakova, Marina"
Now showing items 1-5 of 5
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Going it alone or together: the role of space between products on consumer perceptions of price promotions
Kwak, Hyokjin; Zhang, Yuli; Puzakova, Marina; Moriguchi, Takeshi (International Journal of Advertising, 2020-04-20)This research demonstrates that the existence (vs. nonexistence) of space between products on a retail shelf has a significant impact on the effectiveness of multiple vs. single unit price promotions. In particular, we ... -
Space between products on display: the impact of interspace on consumer estimation of product size
Zhang, Yuli; Kwak, Hyokjin; Puzakova, Marina; Taylor, Charles R. (Springer Science + Business Media, 2021-03-30)This research examines the effect that leaving space between products has on consumers’ estimation of product size. We theorize and empirically confirm that when space is left between products (i.e., the display is ... -
Two’s company, three’s a crowd: the interplay between collective versus solo anthropomorphic brand appeals and gender
Puzakova, Marina; Kwak, Hyokjin (Routledge Publishing, 2021-10-26)Anthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- ... -
When distraction may be a good thing: the role of distraction in low-fit brand extension evaluations
Zhang, Yuli; Kwak, Hyokjin; Puzakova, Marina; Taylor, Charles R. (Psychology and Marketing, 2020-01-21)This study examines the effect of distraction after being exposed to information onlow‐fit brand extension evaluation. We show that when consumers are distracted(vs. engaging in deliberate thinking) after encoding extension ... -
When the unknown destination comes alive: the detrimental effects of destination anthropomorphism in tourism
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F.; Moriguchi, Takeshi (Journal of Advertising, 2020-10-02)This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a ...