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dc.contributor.authorValenti, Albert
dc.contributor.authorYildirim, Gokhan
dc.contributor.authorVanhuele, Marc
dc.contributor.authorSrinivasan, Shuba
dc.contributor.authorPauwels, Koen
dc.date.accessioned2023-09-22T09:08:39Z
dc.date.available2023-09-22T09:08:39Z
dc.date.created2023-03-17T09:36:24Z
dc.date.issued2022
dc.identifier.citationInternational Journal of Research in Marketing. 2022, .en_US
dc.identifier.issn0167-8116
dc.identifier.urihttps://hdl.handle.net/11250/3091283
dc.description.abstractAdvertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of cognition, affect, and experience mediate advertising effects on sales, using data from 178 fast-moving consumer good brands in 18 categories over seven years. The authors compare the models proposed in the literature and conclude that the concept of sequentiality in advertising effects holds up well. Importantly, the sequence varies across brands, with the affect → cognition → experience (ACE) sequence being the most common. Brand differentiation and the hedonic versus utilitarian nature of the product category moderate the incidence of the ACE sequence: this sequence is even more likely for utilitarian products and less differentiated brands. For managers, the results show that the last mindset factor in the sequence is the most important in driving sales, with cognition being most responsive to advertising among the mindset factors. Moreover, in utilitarian categories, highly differentiated brands can expect about seven times higher advertising responsiveness of affect than less differentiated brands.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectAdvertisingen_US
dc.subjectSales responseen_US
dc.subjectMindset metricsen_US
dc.subjectAIDA modelen_US
dc.subjectHierarchy-of-effectsen_US
dc.subjectTime-series econometricsen_US
dc.titleAdvertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categoriesen_US
dc.title.alternativeAdvertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categoriesen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionacceptedVersionen_US
dc.rights.holderElsevieren_US
dc.source.pagenumber20en_US
dc.source.volume40en_US
dc.source.journalInternational Journal of Research in Marketingen_US
dc.source.issue2en_US
dc.identifier.doi10.1016/j.ijresmar.2022.12.002
dc.identifier.cristin2134650
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode2


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
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