The Art of Persuasion
Aligning consumer goals with level of abstraction
Researchers: Angela Y. Lee, Punam Anand Keller and Brian Sternthal
October 1, 2009
Colored by the Company You Keep
The effects of context on brand evaluations
Researchers: Myungwoo Nam and Brian Sternthal
October 1, 2009
How Many Reasons Do You Need to Like BMWs?
The role of content vs. retrieval ease
Researchers: Alice M. Tybout, Brian Sternthal, Georgios A. Bakamitsos, Prashant Malaviya and Se-Bum Park
May 1, 2008
Advertising Alignment
Using Consumer Goal Orientation to Determine Advertising Format
Researchers: Brian Sternthal and Prashant Malaviya
May 1, 2007