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Journal of Marketing Theory and Practice Volume 20, 2012 - Issue 4
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Original Article

Consumer Preferences for Assimilative Versus Aspirational Models in Marketing Communications: The Role of Product Class, Individual Difference, and Mood State

Bridget Satinover Nichols Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY
&
David W. Schumann University of Tennessee, Knoxville, TN
Pages 359-376 | Published online: 08 Dec 2014

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Read on this site (5)

Chen Lou & Caleb H. Tse. (2021) Which model looks most like me? Explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories. International Journal of Advertising 40:4, pages 602-628.
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Bridget Satinover Nichols & David Raska. (2020) Black or white? The effects of a larger-bodied model’s race on evaluations of body-sensitive products. Journal of Marketing Communications 26:5, pages 549-570.
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Kofi Osei-Frimpong, Georgina Donkor & Nana Owusu-Frimpong. (2019) The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice 27:1, pages 103-121.
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Gordhan Saini, Arvind Sahay & Gurumurthy Kalyanaram. (2018) An Empirical Study of Latitude of Quantity Acceptance (LQA) in an Emerging Economy: India. Journal of Global Marketing 31:2, pages 111-127.
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Naa Amponsah Dodoo. (2018) Why Consumers Like Facebook Brands: The Role of Aspirational Brand Personality in Consumer Behavior. Journal of Promotion Management 24:1, pages 103-127.
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Articles from other publishers (1)

Kishore Gopalakrishna Pillai & Smitha R. Nair. (2021) The effect of social comparison orientation on luxury purchase intentions. Journal of Business Research 134, pages 89-100.
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