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- Steven Sweldens
Reference type: Referenced
- Marketing Tribune (Magazine)
A new study, co-conducted by Steven Sweldens, endowed professor of Consumer Behaviour and Marketing and ERIM Director of Doctoral Education at RSM, has shown that some forms of advertising can generate a reaction among consumers that they can not control. The study shows that consumers can not form their own, objective opinion about a brand or product if they see an advertisement with a positive stimuli, such as a beautiful landscape or signs of happiness.