Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographische Angaben
ISSN-Print
0344-1369
ISSN-Online
0344-1369
Verlag
Vahlen, München
Sprache
Deutsch
Produkttyp
Ausgabe
Artikel
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Kein Zugriff
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Verlag C.H.Beck, München 2019
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Kein Zugriff
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Verlag C.H.Beck, München 2019
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Advertisements frequently contain images of persons (models) in a decorative role. Advertisers have to decide what characteristics these models should have (gender, age, pose, clothing, facial expression, etc.). Among these characteristics, the...
Verlag C.H.Beck, München 2019
Autor:innen:
Artikel
Kein Zugriff
Seite 33 - 47
Option framing can be divided into additive and subtractive framing. In additive framing, individuals are asked to add desired options to a base model, i. e., to a core product which does not include any extras, whereas in subtractive framing,...
Verlag C.H.Beck, München 2019
Autor:innen: |
Artikel
Open Access Vollzugriff
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Academics and managers need to know that key mental processes occur below the conscious awareness threshold. While unconscious processes largely influence consumer decision-making processes, self-report measures do not reveal these processes...