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It's Cool to Include This in Ads

Customer relationship management (Malibu, Calif.), 2023-05, Vol.27 (4), p.11-11

Copyright Information Today, Inc. May 2023 ;ISSN: 1529-8728 ;EISSN: 2169-043X

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  • Title:
    It's Cool to Include This in Ads
  • Subjects: Cold ; Consumer behavior ; Consumers ; Imagery ; Perceptions ; Purchase intention
  • Is Part Of: Customer relationship management (Malibu, Calif.), 2023-05, Vol.27 (4), p.11-11
  • Description: Ads with imagery conveying a feeling of coldness can positively influence consumer behavior and perception about a product, university researchers in Japan found in a new study. The study found that coldness and cold imagery can be leveraged to increase the perceived newness of a product. The study began with the assumption that in visual advertisements, the imagery used is extremely important and can help evoke specific feelings and communicate key brand- or product-related concepts to consumers.
  • Publisher: Medford: Information Today, Inc
  • Language: English
  • Identifier: ISSN: 1529-8728
    EISSN: 2169-043X
  • Source: ProQuest Central
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