In the context of the last two years' recession, parents, teachers and administrators seem to increasingly welcome school-business "partnerships" that they hope may help ward off program cuts. Businesses encourage such arrangements because school-based marketing and advertising programs are perfectly poised to "brand" children…

A study explored the differences in price perceptions of two apparel products when promotions were framed as either a price discount or a gift-with-purchase. The majority preferred the discount. Results illustrate the importance of promotional framing in forming consumer price perceptions. (Contains 30 references.) (Author/JOW)

Reveals that three factors--two involving customer prototypes and one involving store attributes--explain consumer images of retail stores. (KS)

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

Examines a study of how human models affect the impression conveyed by an advertisement, particularly the effect of a Black model's physical characteristics on product evaluations among Black and White females.Results show that the physical appearance of the model influenced impressions of product quality and suitability for personal use. (JMF)

Presents results of a study of 300 magazine advertisements assessing the level at which the ads are objective and informative. Discusses how these ads are communications designed to influence consumer behavior to the extent that they correspond to the facts, are relevant, comprehensive, adequately supported, intelligible, and logical. (JMF)

Examines the role of reference groups and promotional appeals in satisfying consumer motivations. Emphasizes three motivational reference group functions: informational, utilitarian, and value-expressive. (RL)

Examines the attitude among 161 Black teenagers toward athletic shoe television advertisements featuring Black athletes, the perceived influence of such ads on the perception of the product and on the purchase intent, and any parent-child purchasing conflict. Findings show the ads had influence in the purchase decision and that parent-child…

Four hundred eight female users of cosmetics in Madison, Wisconsin, responded to questionnaires which sought to discover correlations among the goal of the purchaser and the type and source of information sought in the buying decision. Two goals were identified: rational (cost, functional benefits of product, or possible undesirable consequences…

The construct of involvement, used by marketers and consumer behaviorists for many years as a predictive measure of the qualitative relationship between an individual and a stimulus, has long been defined as having affective or cognitive roots. However, definitions that favor one or the other too heavily are less helpful because they are too…

Suggests that an emphasis on erotic images in women's magazines and on images of adventure, risk, and recreation in youth magazines tailored cigarette ads to the implicit and explicit desires of consumers, allaying their fears about the health effects of smoking. (MM)

Examining responses to print alcohol advertisements, a study questioned whether alcohol advertisers distinguish between "hard" and "soft" liquors (e.g. wine coolers and liqueurs). Subjects, 102 junior and senior high school students in a major metropolitan area, were asked to examine one set of three ads--either hard liquor ads…