Browse Articles

Here, recognizing that alcohol manufacturers may target ethnic minorities and youths with specific forms of advertisements based on previous studies, the authors considered how alcohol storefronts differ depending on the community they are located in. Specifically, they looked at differences between Metro-Dtroit suburban communities of high- and low-incomes. They found that alcohol stores in the low-income areas had more and larger alcohol and malt liquor advertisements per store along with being within 1,000 feet of a school.

Voice pitch affects perceived authoritativeness, competency, and leadership capacity. In this study, the authors suggest that examining certain measures of brain activity collected using an affordable EEG could predict advertising effectiveness, which may be invaluable in future neuromarketing research. Understanding voice pitch and other factors that cause implicit bias may allow significant advances in marketing, facilitating business success.

This study investigated how fashion brand personalities are similar to people’s personalities and whether people may prefer a particular clothing brand based on their own personal traits. All together, Stevenson and Scott found that the Big Five Personality Factors are generally not related to participants’ preferred brand personalities. Generally, brands should consider different factors besides the Big Five Personality Factors for identifying potential customers.