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Cognitive literary criticism is introduced as a bridge between cognitive approaches to the study of persuasion, and literary traditions in consumer research. As a successor to reader-response theory, cognitive literary theory focuses on the cognitive processes of interpretation, while keeping an eye on the aesthetic properties of the text. Paradigmatically cautious researchers might shy away from attempts to marry positivist cognitive constructs to interpretivist cultural theory, but this chapter argues that these qualms also conceal missed opportunities for the study of persuasion.

Insights from cognitive literary criticism are demonstrated at the hand of a LEGO ad.

Theory of mind and conceptual blending are crucial cognitive skills involved in the interpretation of persuasive texts.

Most research to date has kept literary and cognitive approaches to persuasion separate, black-boxing the processes of persuasion. This chapter argues for a revitalization of interest in aesthetic detail, informed by insights from cognitive science.

Ever since its introduction into the vernacular of imperial historiography over a half century ago, the concept of “informal empire” has had a profound influence on how historians have understood the size and nature of British expansion in the modern world. While offering a crucial corrective to definitions of empire that had focused exclusively on “formal” colonial holdings, such a division has also obscured other frameworks through which we might understand the contours of imperial power, while also underscoring traditional bifurcations between early modern and modern forms of empire. This paper suggests instead an approach that privileges schema that take into account the different institutional and constitutional forms that shaped imperial expansion, and specifically argues that the corporation was one such form, in competition with others including the monarchical and national state. Looking specifically at the early modern East India Company and its modern legacies, particularly George Goldie’s Royal Niger Company, it also suggests that institutional approaches that de-emphasize distinctions between behavioral categories, such as commerce and politics, allow the possibility of excavating deep ideological connections across the history of empire, from its seventeenth-century origins through the era of decolonization.

For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask what conversation between arts and marketing they herald and to explore the consequent conceptual issues.

The paper reviews and evaluates the arts marketing literature.

The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.

The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.

This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.

By means of a semiotic analysis the authors capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and the authors supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t‐tests are used to compare subjects' ad expectations to their subsequent product evaluation of the actual scent.

These results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. The authors also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation.

A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken.

Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers.

This paper investigates an under‐researched area in advertising. A multi‐method approach and primary data are used to assess subjects' ad expectations of a fragrance and the actual product evaluation and demonstrate the existence of visual puffery.

In a dynamic environment where underlying competition is “for the market,” this chapter examines what happens when entrants and incumbents can instead negotiate for the market. For instance, this might arise when an entrant innovator can choose to license to or be acquired by an incumbent firm (i.e., engage in cooperative commercialization). It is demonstrated that, depending upon the level of firms’ potential dynamic capabilities, there may or may not be gains to trade between incumbents and entrants in a cumulative innovation environment; that is, entrants may not be adequately compensated for losses in future innovative potential. This stands in contrast to static analyses that overwhelmingly identify positive gains to trade from such cooperation.

The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by Vargo and Lusch in a series of publications (Vargo & Lusch, 2004, 2006a, 2006b). I begin by discussing why this alliance makes sense. To do this, I review the CCT roots of several foundational propositions for the S-D logic Vargo and Lusch (2004) offer. Then I offer a suggestion for rethinking the notion of consumer itself. And finally, I discuss some potential changes in preferred constructs that I believe are necessary to fulfill the theoretical promise of the CCT perspective, and follow on from embracing a CCT/S-D perspective.

Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace.

This research draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts.

This research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics and prioritizing personal norms.

Across three contexts, this research theorizes the (de)legitimization of gender ideals in advertising and situates consumer narratives within broader institutional forces, providing a holistic understanding of the phenomenon.

Understanding the ways in which individuals either accept or reject gendered ideals in media aids advertising and marketing professionals in tailoring messages that resonate with audiences.

Understanding how individuals negotiate their gender and the messages they deem as legitimate are crucial to understanding gender issues related to consumer welfare and public policy.

While research has examined advertising practitioners’ views regarding gender from an institutional perspective, research on how consumers construct and maintain the legitimacy of gendered messages in the marketplace is scarce. This research theorizes and illustrates the (de)legitimization of gender ideals across three contexts.

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study to examine the potential impact of gender identity within consumers’ self‐schemas on their consumption of advertising. Bem’s Sex Role Inventory (SRI) was administered to 25 young adults who then watched video clips of two television advertisements. The focus group discussions about the two advertisements were analysed within the context of the respondents’ gender schemas identified via the Bem SRI scores: masculine, feminine, androgynous or undifferentiated. The centrality of gender identity to self‐schemas affected how consumers processed and interpreted the advertising. This provides support for a more differentiated approach to representing men and women within gender research and advertising because gender groups are neither necessarily homogeneous nor isomorphic with sex.