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Verlag C.H.Beck, München 2019
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Volume 41 (2019), Edition 3
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2019
Summary
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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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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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...
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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,...
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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...
Verlag C.H.Beck, München 2019
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