Deborah J. Macinnis
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Deborah J. Macinnis has a total of 5 co-authors. Here are the top co-authors by number of shared publications:
- Allen M. Weiss
Marshall School of Business, University of Southern California
2 shared publications - Ajay K. Kohli
Emory University
1 shared publication Ambar G. Rao
Olin Graduate School of Management, Washington University
1 shared publication- Bernard J. Jaworski
Monitor Group
1 shared publication Lisa Cavanaugh
1 shared publication
Latest Publications
- 1 December 2002
- Published by Springer Nature in Journal of Market-Focused Management
- Vol. 5 (4) , 279-307
Generating Competitive Intelligence in Organizations
- 1 December 2002
- Published by Springer Nature in Journal of Market-Focused Management
- Vol. 5 (4) , 279-307
Generating Competitive Intelligence in Organizations
- 1 November 2002
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 39 (4) , 391-407
Assessing When Increased Media Weight of Real-World Advertisements Helps Sales
A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on media weight-induced sales has not yet been examined. The authors find that whether weight helps or has no sales impact depends on the creative characteristics of the advertisements and the responses they evoke in viewers. Study 1 showed that real-world advertisements for frequently purchased brands in mature categories were likely to create greater media weight-induced sales when they used affectively based executional cues. Study 2 found that greater media weight was related to the sales impact of advertisements that evoked positive feelings and failed to evoke negative feelings in viewers. The authors develop hypotheses related to these results within the context of prior work on consumer persuasion (including the elaboration likelihood model), memory processes, and advertising wearout.
- 1 November 2002
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 39 (4) , 391-407
Assessing When Increased Media Weight of Real-World Advertisements Helps Sales
A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on media weight-induced sales has not yet been examined. The authors find that whether weight helps or has no sales impact depends on the creative characteristics of the advertisements and the responses they evoke in viewers. Study 1 showed that real-world advertisements for frequently purchased brands in mature categories were likely to create greater media weight-induced sales when they used affectively based executional cues. Study 2 found that greater media weight was related to the sales impact of advertisements that evoked positive feelings and failed to evoke negative feelings in viewers. The authors develop hypotheses related to these results within the context of prior work on consumer persuasion (including the elaboration likelihood model), memory processes, and advertising wearout.