The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

Over-the-counter (OTC) drugs have many benefits but also carry risks, such as adverse drug reactions, which are more prevalent in older adults. Because these products do not require the oversight of a physician or pharmacist, labeling plays a key role in communicating information required for their safe and effective use. Research suggests that…

Consumers' perceptions of the terminology used on food production labels may lead to a perceived risk, which influences their grocery shopping decisions. Risk perception is the consumers' belief that he or she may be exposed to something that is harmful or uncertain. Women are more aware of food labels due to their perceived risk associated with…

Petroleum products are very flammable and can ignite at extremely low temperatures if exposed to an open flame source or not handled appropriately. Individuals who handle petroleum products in the petroleum industry and fuelling stations are known as "petrol station attendants". The study was a descriptive cross-sectional study carried…

How does the presence of information, or lack thereof, affect consumer behaviors and firm outcomes in the context of digital economy? My dissertation examines this broad question in three different empirical contexts. In the first chapter, I study how providing brand information influences the performance of job ads on an online job search…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

Brand names are prevalent in our society: they influence consumption and future buying behaviour. As research has shown, children are also aware of brands and brand names, and brand names learned in childhood can influence their attitude towards the known brands. The collaboration of various scientific fields including pedagogy, psycholinguistics,…

In most markets, consumers of goods and services have vastly more options available to them than they will consider closely. At the point of making a decision, consumers are choosing between only a small subset (i.e., a consideration set) of all possible alternatives. The preceding process that forms these consideration sets is the focus of this…

This research examined whether parents can recognize modified brands in children's programming, and whether program educational value and active mediation intention would moderate perceptions of modified brand references. An experiment was conducted with 109 parents of child(ren) between 3-6 years old. Participants watched clips that…

Contributing to more sustainable diets is a major challenge for contemporary environmental education. It implies an increase in the share of plant-based foods and of home-cooked meals. Awareness of this is widespread but taking concrete action is not easy. What competences does it call for? To identify them, we proposed an 8-month training course…

Employers and students are increasingly demanding applied, relevant skills. Eye tracking technology is used extensively by companies to test consumer attention and awareness of advertisements, packaging, and websites, but the marketing education literature lacks a pedagogy for teaching it in a marketing classroom. An experiential learning activity…

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…

Background: Nutrition education materials are frequently used by health educators to inform consumers about quality food choices. However, evaluation of content-based factors that impact the consumer's ability to understand and act on nutrition information is lacking. Purpose: The purpose of this study was to assess the content of a newly…

This article focuses on applying the ethics of the product features during the students' design education. Good/Bad design term is a conventional approach to discuss the ethical/unethical design values of the products. It is noted that different aspects of the product design such as visual information design, interface design, and appearance…

Today's world is facing a problem with the growth of textile products and in particular, textile waste, which already represents a serious environmental problem. From the point of view of ensuring sustainable handling of textile products, it is thus very important that individuals have the appropriate knowledge, attitudes and skills for…