Research Explorer

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Researcher

Patrick De Pelsmacker

Publications & Research Data

Awards & Distinctions

305 Results

2025

Marketing communications : a European perspective

Patrick De PelsmackerMaggie GeuensJoeri Van den BerghGudrun Roose

2023

The processing of native advertising compared to banner advertising : an eye-tracking experiment

Freya De KeyzerNathalie DensPatrick De Pelsmacker

A1 Journal Article in ELECTRONIC COMMERCE RESEARCH

2022

How and when personalized advertising leads to brand attitude, click, and WOM intention

Freya De KeyzerNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

The effects of brand placement disclosures in fiction

Yana R. AvramovaNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

The effects of model ethnicity in charity appeals for local and global charities

Patrick De PelsmackerNathalie DensSarah De Meulenaer

A2 Journal Article in JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING

Valence and attribute repetition in negative sets of online reviews : (when) can positive reviews overcome negative ones?

Ana Isabel LopesNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ELECTRONIC COMMERCE RESEARCH

2021

Brand placement across media : the interaction of placement modality and frequency in film versus text

Yana R. AvramovaNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

Marketing communications : a European perspective

Patrick De PelsmackerMaggie GeuensJoeri Van den Bergh

What is wrong with advertising research and how can we fix it?

Patrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Ana Isabel LopesNathalie DensPatrick De PelsmackerFreya De Keyzer

A1 Journal Article in ONLINE INFORMATION REVIEW

2020

Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium

Ingrid MoonsPatrick De PelsmackerCamilla Barbarossa

A1 Journal Article in JOURNAL OF CLEANER PRODUCTION

The identity of recycled plastics : a vocabulary of perception

Lore VeelaertEls Du BoisIngrid MoonsPatrick De PelsmackerSara HuboKim Ragaert

A1 Journal Article in SUSTAINABILITY

2019

Advertisers’ perceptions regarding the ethical appropriateness of new advertising formats aimed at minors

Kristien DaemsPatrick De PelsmackerIngrid Moons

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATIONS

The impact of relational characteristics on consumer responses to word of mouth on social networking sites

Freya De KeyzerNathalie DensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE

2018

Better together? Harnessing the power of brand placement through program sponsorship messages

Nathalie DensPatrick De PelsmackerYann Verhellen

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

Brand placement in fiction : the role of stylistic devices in placement effects on attitude towards familiar and unfamiliar brands

Yana AvramovaNathalie DensPatrick De Pelsmacker

Digital marketing strategies, online reviews and hotel performance

Patrick De PelsmackerSofie Van TilburgChristian Holthof

A1 Journal Article in INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT

Effects of country-of-origin stereotypes on consumer responses to product-harm crises

Camilla BarbarossaPatrick De PelsmackerIngrid Moons

A1 Journal Article in INTERNATIONAL MARKETING REVIEW

How consumers’ media usage creates synergy in advertising campaigns

Nathalie DensPatrick De PelsmackerPeter GoosLeonids AleksandrovsDavid Martens

A1 Journal Article in INTERNATIONAL JOURNAL OF MARKET RESEARCH

How consumers’ values influence responses to male and female gender role stereotyping in advertising

Sarah De MeulenaerNathalie DensPatrick De PelsmackerMartin Eisend

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses

Yana AvramovaPatrick De PelsmackerNathalie Dens

A1 Journal Article in JOURNAL OF BRAND MANAGEMENT

Motivations to use different social media types and their impact on consumer-brand engagement

Cristian BuzetaPatrick De PelsmackerNathalie Dens

Personalized advertising on Facebook : the role of perceived relevance, intrusiveness, information control and privacy protection

Freya De KeyzerNathalie DensPatrick De Pelsmacker

Power distance, uncertainty avoidance, and the effects of source credibility on health risk message compliance

Sarah De MeulenaerPatrick De PelsmackerNathalie Dens

A1 Journal Article in HEALTH COMMUNICATION

The determinants of the adoption intention of eco-friendly functional food in different market segments

Ingrid MoonsPatrick De PelsmackerCamilla Barbarossa

A1 Journal Article in ECOLOGICAL ECONOMICS

The effect of brand integration and brand interactivity on young teenagers’ brand memory, brand attitude and willingness to share personal data

Kristien DaemsPatrick De PelsmackerIngrid Moons

The impact of text valence, star rating and rated usefulness in online reviews

Patrick De PelsmackerNathalie DensAlona Kolomiiets

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Women’s information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context

Martine LewiPatrick De PelsmackerVeroline Cauberghe

A2 Journal Article in JOURNAL OF COMMUNICATION IN HEALTHCARE

2017

Brand placement in text : the short- and long-term effects of placement modality and need for cognition

Yana R. AvramovaPatrick De PelsmackerNathalie Dens

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Brand placement repetition in a fictional text

Yana R. AvramovaPatrick De PelsmackerNathalie Dens

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Co-creating advertising literacy awareness campaigns for minors

Kristien DaemsPatrick De PelsmackerIngrid Moons

A2 Journal Article in YOUNG CONSUMERS

Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets

Mahdi RajabiNathalie DensPatrick De PelsmackerPeter Goos

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Consumers’ motivations for lurking and posting in brand communities on social networking sites

Marijke De VeirmanVeroline CaubergheLiselot HuddersPatrick De Pelsmacker

Bookchapter in Digital advertising : theory and research

Don’t be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media

Freya De KeyzerNathalie DensPatrick De Pelsmacker

A1 Journal Article in ONLINE INFORMATION REVIEW

Personal values, green self-identity and electric car adoption

Camilla BarbarossaPatrick De PelsmackerIngrid Moons

A1 Journal Article in ECOLOGICAL ECONOMICS

Planning and conducting experimental advertising research and questionnaire design

Maggie GeuensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

The implications of self-regulation difference between heavy versus light media multitaskers for advertising effectiveness

Emma BeuckelsSnezhanka KazakovaVeroline CaubergheLiselot HuddersPatrick De Pelsmacker

2016

Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies

Yann VerhellenNathalie DensPatrick De Pelsmacker

A1 Journal Article in MARKETING LETTERS

Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

Nathalie DensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

How to mix brand placements in television programmes to maximise effectiveness

Nathalie DensPatrick De PelsmackerPeter GoosLeonids Aleksandrovs

A1 Journal Article in INTERNATIONAL JOURNAL OF MARKET RESEARCH

How to pass the courvoisier? An experimental study on the effectiveness of brand placements in music videos

Liselot HuddersVeroline CaubergheTine FaseurKatarina Panic

Bookchapter in Advertising in new formats and media : current research and implications for marketers

Positive and negative antecedents of purchasing eco-friendly products : a comparison between green and non-green consumers

Camilla BarbarossaPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF BUSINESS ETHICS

The freedom to lose control: self-regulation difference in heavy versus light media multitaskers

Snezhanka KazakovaVeroline CaubergheLiselot HuddersPatrick De Pelsmacker

The freedom to lose control: self-regulation difference in heavy versus light media multitaskers

Emma BeuckelsSnezhanka KazakovaVeroline CauberghePatrick De PelsmackerLiselot Hudders

The influence of country-of-origin stereotypes on consumer responses to food safety scandals : the case of the horsemeat adulteration

Camilla BarbarossaPatrick De PelsmackerIngrid MoonsAlberto Marcati

A1 Journal Article in FOOD QUALITY AND PREFERENCE

The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor

Yann VerhellenJiska EelenNathalie DensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

2015

'We(b) care' How review set balance moderates the appropriate response strategy to negative online reviews

Nathalie DensPatrick De PelsmackerNathalia Purnawirawan

A1 Journal Article in JOURNAL OF SERVICE MANAGEMENT

A meta-analytic investigation of the role of valence in online reviews

Nathalia PumawirawanMartin EisendPatrick De PelsmackerNathalie Dens

A1 Journal Article in JOURNAL OF INTERACTIVE MARKETING

Advertising adaptation versus standardization effectiveness in open and closed markets

Mahdi RajabiNathalie DensPatrick De Pelsmacker

Can't see the forest for the trees? The effect of media multitasking on cognitive processing style

Snezhanka KazakovaVeroline CaubergheMario PandelaerePatrick De Pelsmacker

A1 Journal Article in MEDIA PSYCHOLOGY

Context matters : modeling the impact of context perceptions on the effectiveness of brand placement

Yann VerhellenNathalie DensPatrick De Pelsmacker

Electric car extensions of car brands : impact on brand personality, extension evaluation and parent brand feedback

Ingrid MoonsPatrick De Pelsmacker

Have no fear: how individuals differing in uncertainty avoidance, anxiety, and chance belief process health risk messages

Sarah De MeulenaerPatrick De PelsmackerNathalie Dens

A1 Journal Article in JOURNAL OF ADVERTISING

How branded entertainment shapes consumers' Brand attitudes : evidence from an advertiser-funded program

Yann VerhellenNathalie DenPatrick De Pelsmacker

Bookchapter in Engaging Consumers through Branded Entertainment and Convergent Media

How consumers' media usage influences the advertising media Mix that maximizes campaign recognition

Leonids AleksandrovsPeter GoosNathalie DensPatrick De Pelsmacker

In-game advertising in multi-player online role playing games : the effects of customization

Shana VerberckmoesKarolien PoelsPatrick De PelsmackerNathalie DensLaura Herrewijn

Marketingcommunicatie

Patrick De PelsmackerMaggie GeuensJoeri Van den Bergh

Mixed-media modeling may help optimize campaign recognition and brand interest: how to apply the 'Mixture-amount modeling' method to cross-platform effectiveness measurement

Leonids AleksandrovsPeter GoosNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING RESEARCH

Self-brand congruity and brand communication

Mahdi RajabiNathalie DensPatrick De Pelsmacker

Bookchapter in Marketing and consumer behavior : concepts, methodologies, tools, and applications

The formation of usage intention of electric cars : a comparative study of Denmark, Belgium, and Italy

Camilla BarbarossaPatrick De PelsmackerSuzanne BeckmannIngrid MoonsWencke Gwozdz

Bookchapter in Analyzing the cultural diversity of consumers in the global marketplace

The fragmented mind : exploring the measurement and consequences of media multitasking behavior

Snezhanka KazakovaVeroline CaubergheMario PandelaerePatrick De Pelsmacker

The impact of managerial responses to online reviews on consumers' perceived trust and attitude

Nathalia PurnawirawanPatrick De PelsmackerNathalie Dens

2014

Being healthy or looking good? The effectiveness of health versus appearance focused arguments in two-sided messages

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF HEALTH PSYCHOLOGY

EXPERT REVIEWERS BEWARE! THE EFFECTS OF REVIEW SET BALANCE, REVIEW SOURCE AND REVIEW CONTENT ON CONSUMER RESPONSES TO ONLINE REVIEWS

Nathalia PurnawirawanNathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ELECTRONIC COMMERCE RESEARCH

How does perceived effectiveness affect adults' ethical acceptance of anti-obesity threat appeals to children? When the going gets tough, the audience gets going

K CharryPatrick De PelsmackerCL Pecheux

A1 Journal Article in JOURNAL OF BUSINESS ETHICS

Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising

IB BanksPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

Marktonderzoek: methoden en toepassingen

Patrick De PelsmackerPatrick Van Kenhove

New, digital media and the effectiveness of persuasive communication strategies in a social marketing context

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Players' expertise and competition with others shape the satisfaction of competence needs, gaming gratifications, and contingent self-esteem in a gaming context

Snezhanka KazakovaVeroline CaubergheMario PandelaerePatrick De Pelsmacker

A1 Journal Article in CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING

Promoting dental hygiene to children: comparing traditional and interactive media following threat appeals

Katarina PanicVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF HEALTH COMMUNICATION

Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in EUROPEAN JOURNAL OF MARKETING

Social health education programs at school: investigating the integration of serious games in the curriculum

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Bookchapter in Media and education in the digital age : concepts, assessments, subversions

The inoculating effect of message sidedness on adolescents' binge drinking intentions: the moderating role of issue involvement

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF DRUG ISSUES

2013

Clothing consumption in two recent EU Member States: a cross-cultural study

Elena MillanPatrick De PelsmackerLen Tiu Wright

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

Comparing TV ads and advergames targeting children: the impact of persuasion knowledge on behavioral responses

Katarina PanicVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

Consumer responses to brands placed in YouTube movies: the effect of prominence and endorser expertise

Yann VerhellenN DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ELECTRONIC COMMERCE RESEARCH

Export promotion: a decision support model approach

Patrick De Pelsmacker

The influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer responses to more than 1000 TV commercials

Michel Tuan PhamMaggie GeuensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING

Two-sided messages for health risk prevention: the role of argument type, refutation and issue ambivalence

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in SUBSTANCE USE & MISUSE

2012

Adding emotions and habits to the decomposed theory of planned behaviour to predict the usage intention of electric cars

Ingrid MoonsPatrick De Pelsmacker

Balance and sequence in online reviews: how perceived usefulness affects attitudes and intentions

Nathalia PurnawirawanPatrick De PelsmackerNathalie Dens

A1 Journal Article in JOURNAL OF INTERACTIVE MARKETING

Balance and sequence in online reviews: the wrap effect

Nathalia PurnawirawanNathalie DensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE

Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats

Katarina PanicLiselot HuddersKarl DestoopVeroline CauberghePatrick De Pelsmacker

Comparing TV ads and advergames targeting children: the impact of persuasion knowledge on behavioural response

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Comparing TV ads and andergames targeting children : the impact of persuasion knowledge on behavioral response

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Consumers' reactions to brands placed in user-generated content: the effect of prominence and endorser expertise

Yann VerhellenNathalie DensPatrick De Pelsmacker

Content analysis of probability marker usage in Croatian print advertisements

Ivana Busljeta BanksPatrick De Pelsmacker

Developing different types of anticipated experience positioning for electric cars

Patrick De Pelsmacker

Do you like what you recognize? The effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition

N DensPatrick De PelsmackerM WoutersNathalia Purnawirawan

A1 Journal Article in JOURNAL OF ADVERTISING

Does persuasion knowledge moderate children's reactions towards traditional versus hybrid advertising?

Yann VerhellenCaroline OatesPatrick De PelsmackerNathalie Dens

Health versus appearance focus in one- versus two-sided messages discouraging sun tanning

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

Online advertising and congruency effects it depends on how you look at it

Wim JanssensPatrick De PelsmackerMaggie Geuens

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Promoting dental care to children using traditional and interactive media following threat appeals

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Reclamewijsheid bij kinderen en Jongeren: onderzoeksrapport in opdracht van Vlaams ministerie van Cultuur, Jeugd, Sport en Media

Veroline CauberghePatrick De PelsmackerLiselot HuddersKatarina PanicDestoop Karl

The impact of message sidedness on adolescents' binge drinking intentions after peer pressure : the moderating role of issue involvement

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

Bookchapter in Advances in advertising research (vol. III) : current insights and future trends

The impact of refutation on credibility: the moderating role of issue ambivalence and argument tone

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

Two-sided messages for health risk prevention: the role of argument type, refutation and issue ambivalence

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

2011

Adoption intentions toward interactive digital television among advertising professionals

Veroline CauberghePatrick De Pelsmacker

A2 Journal Article in JOURNAL OF INTERACTIVE ADVERTISING

Context effects of TV programme‑induced interactivity and telepresence on advertising responses

Veroline CaubergheMaggie GeuensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Emotional advertising: revisiting the role of product category

Maggie GeuensPatrick De PelsmackerTineke Faseur

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

Impact of an interactive anti-speeding threat appeal: how much threat is too much?

Katarina PanicVeroline CauberghePatrick De Pelsmacker

A1 Journal Article in CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING

The impact of congruency and time pressure during simultaneous exposure in an IDTV context

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Bookchapter in Advertising : types, trends and controversies

2010

Advergames: the impact of brand prominence and game repetition on brand responses

Veroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING

Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

N DensPatrick De Pelsmacker

A1 Journal Article in MARKETING LETTERS

Attitudes toward the extension and parent brand in response to extension advertising

Nathalie DensPatrick De Pelsmacker

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

How advertising strategy affects brand and USP recall for new brands and extensions

Nathalie DensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Impact of congruency and time pressure during simultaneous exposure to a program and an interactive advertisement

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Marktonderzoek, methoden en toepassingen

Patrick De PelsmackerPatrick Van Kenhove

Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength

Marie De CannièrePatrick De PelsmackerMaggie Geuens

A1 Journal Article in JOURNAL OF BUSINESS AND PSYCHOLOGY

Simultaneous exposure to a program and advertising content in an interactive context: perceptual and semantic interference and reinforcement

Veroline CauberghePatrick De PelsmackerWim Janssens

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

The effectiveness of different message strategies in health risk communication

Erlinde CornelisVeroline CauberghePatrick De Pelsmacker

The effectiveness of telescopic ads delivered via interactive digital television : the impact of the amount of information and the level of interactivity on brand responses

Veroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF INTERACTIVE MARKETING

The extended decomposed theory of planned behaviour. A framework for investigating the adoption process of electric cars

Ingrid MoonsPatrick De PelsmackerCees De BontAchiel Standaert

2009

Advertising for Extensions with Moderate Quality and/or Fit: Get the Right Focus

N. DensPatrick De Pelsmacker

Brand Placement in Belgium and US-made Programs on Belgian Television

M. WoutersPatrick De Pelsmacker

Brand Placement Practices in Programs Produced in Belgium and the US

M. WoutersPatrick De Pelsmacker

Catch them or loose them: reclame-effectiviteit van interactieve spots op interactieve digitale TV

Veroline CauberghePatrick De Pelsmacker

Commerciële communicatie in woelige tijden

Patrick De Pelsmacker

Bookchapter in Liber amicorum Giep Franzen

Consumer Attitudes and Recall for Advertisements for New Brands and Extentions

N. DensPatrick De Pelsmacker

A2 Journal Article in Transfer, Werbeforschung & Praxis

Effects of scarcely dressed models in advertising on body esteem for Belgian men and women

Nathalie DensPatrick De PelsmackerWim Janssens

A1 Journal Article in SEX ROLES

Ethiek en marketingcommunicatie: onverzoenbare uitersten?

Patrick De Pelsmacker

Bookchapter in Tussen moraal en winstmaximalisering: ethische en deontologische uitdagingen voor het 21ste-eeuws kapitalisme

Extension attitude and feedback effects in response to extension advertising: the moderating role of product and brand symbolism

Nathalie DensPatrick De Pelsmacker

Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance

Veroline CauberghePatrick De PelsmackerWim Janssens

Bookchapter in Advertising research. Message, Medium and Context

Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance

Veroline CauberghePatrick De PelsmackerWim JanssensNathalie Dens

A1 Journal Article in ACCIDENT ANALYSIS AND PREVENTION

Fragmentation in advertising: a way to communicate beauty images

C. DefeverMario Pandelaere

Bookchapter in Advertising Research: Message, medium and context

Impact of an Interactive Anti-Speeding Threat Appeal. How Much Fear is too Much?

Katarina PanicVeroline CauberghePatrick De Pelsmacker

Impact of interactive anti-speeding threat appeal: how much fear is too much?

K. PanicVeroline CauberghePatrick De Pelsmacker

Incidence and characteristics of brand placement on Belgian prime time television

Marijke WoutersPatrick De Pelsmacker

Regulatory focus and the impact of Alzheimer's disease health messages

M. LewiPatrick De Pelsmacker

Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior

Marie Hélène De CannièrePatrick De PelsmackerMaggie Geuens

A1 Journal Article in JOURNAL OF BUSINESS RESEARCH

Remembering the brand and the message: the moderating influence of advertising strategy, branding strategy, and product involvement on brand and USP recall

N. DensPatrick De Pelsmacker

Bookchapter in Advertising Research: message, medium and context

Research in advertising: message, medium and context

Smells like me Personality and perfume choice

Wim JanssensPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL JOURNAL OF MARKET RESEARCH

The effect of advertising on children's materialism

K. JanssensMario Pandelaere

Bookchapter in Advertising Research: Message, medium and context

The effect of prime, frame and dead-relatedness in threat appeals on ad evoked fear and message credibility

Wim JanssensPatrick De PelsmackerVeroline Cauberghe

The Impact of Modality, Prominence and Plot Connection on Attitude and Purchase Intention Towards Brands Placed in Movies

N. PurnawirawanM. WoutersPatrick De Pelsmacker

The impact of threat messages in an interactive multimedia environment

Veroline CauberghePatrick De Pelsmacker

The impact of value-laden advertisements on consumer values

C. DefeverMario Pandelaere

Bookchapter in Advertising Research: Message, medium and context

The Motivational Determinants for Adopting Sustainable Products

I. MoonsC.J.P.M. De BontPatrick De PelsmackerA. Standaert

The role of fear, threat and efficacy in threat appeals: putting fear back in the danger control response

Veroline CauberghePatrick De PelsmackerW. Janssens

Bookchapter in Advertising Research: message, medium and context

Understanding the Willingness-to-pay – Willingness-to-accept gap: Materialism as a moderator of the endowment effect

Inge LensMario Pandelaere

Bookchapter in Advertising Research: Message, medium, and context

Will ethical consumers sustain their values in the global credit crunch?

Marylyn CarriganPatrick De Pelsmacker

A1 Journal Article in INTERNATIONAL MARKETING REVIEW

2008

Ad and brand responses to incongruent mild disgust appeals

Nathalie DensPatrick De PelsmackerWim Janssens

Bookchapter in New trends in advertising research

Adoption of digital TV by advertising professionals: a longitudinal extension of the theory of planned behaviour

Veroline CauberghePatrick De Pelsmacker

Advertising for extensions: the moderating role of extension type, product type, and type of advertising appeal on extension evaluation

N DENSPatrick De Pelsmacker

Attitudes and self-reported behavior of patients, doctors, and pharmacists in New Zealand and Belgium toward direct-to-consumer advertising of medication.

N DENSLC EAGLEPatrick De Pelsmacker

A1 Journal Article in HEALTH COMMUNICATION

Belgian advertisers' perceptions of interactive digital TV as a marketing communication tool

Veroline CauberghePatrick De Pelsmacker

Bookchapter in Interactive digital television : technologies and applications

Catch them or loose them! Reclame-effectiviteit van Interactieve spots op Interactieve, Digitale TV

Veroline CauberghePatrick De Pelsmacker

Competitive intelligence: construct exploration, validation and equivalence

A SAAYMANJ PIENAARPatrick De PelsmackerW VIVIERSL CUYVERSML MULLERM JEGERS

A1 Journal Article in ASLIB PROCEEDINGS

Effects of nudity in advertising on consumers' body esteem

Nathalie DensPatrick De PelsmackerWim Janssens

Bookchapter in New trends in Advertising Research

Exploring consumer reactions to incongruent mild disgust appeals

Nathalie DensPatrick De PelsmackerWim Janssens

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATION

Export intensity and the competitive intelligence of exporting companies: Evidence from South Africa

L CUYVERSM DUMONTW VIVIERSPatrick De PelsmackerML MULLERM JEGERSA SAAYMAN

A1 Journal Article in SOUTH AFRICAN JOURNAL OF ECONOMIC AND MANAGEMENT SCIENCES

How attitude toward the extension mediates parent brand feedback effects for line and brand extensions in response to extension advertising

Nathalie DensPatrick De Pelsmacker

I like the ad, but what brand was it for? The moderating influence of advertising strategy, branding strategy, and product involvement on brand and USP recall

Nathalie DensPatrick De Pelsmacker

Interactive television context and advertising recall

Veroline CauberghePatrick De Pelsmacker

Bookchapter in Encyclopedia of information science and technology

Marketing Research with SPSS

W JANSSENSKatrien WijnenPatrick De PelsmackerPatrick Van Kenhove

Marketingcommunicatie

Patrick De PelsmackerMaggie GeuensJ VAN DEN BERGH

Segmentation of the advertising audience

Patrick De Pelsmacker

Bookchapter in The International Encyclopedia of Communication

Simultaneous exposure to television programming and advertising content in an interactive context: perceptual and semantic interference and reinforcement

Veroline CauberghePatrick De Pelsmacker

Telescopic ads on interactive digital television

Veroline CauberghePatrick De Pelsmacker

Bookchapter in Encyclopedia of information science and technology

The advertising impact of an interactive TV program on the recall of an embedded commercial

Veroline CauberghePatrick De Pelsmacker

A1 Journal Article in JOURNAL OF ADVERTISING RESEARCH

The effectiveness of telescopic TV ads delivered via interactive digital TV: the impact of the amount of information and the level of interactivity on brand responses

Veroline CauberghePatrick De Pelsmacker

Bookchapter in New trends in advertising research

The impact of banners on digital television: the role of program interactivity and product involvement

Veroline CauberghePatrick De Pelsmacker

A1 Journal Article in CYBERPSYCHOLOGY & BEHAVIOR

The impact of banners on interactive digital television. The role of programme interactivity and product category involvement

V CAUBERGHEPatrick De Pelsmacker

The impact of banners on interactive digital TV: the role of programme interactivity and product category involvement

Veroline CauberghePatrick De Pelsmacker

The impact of two way communication and user control in a television program on the embedded ad and brand recall

Veroline CauberghePatrick De Pelsmacker

Bookchapter in New trends in advertising research

The role of fear, threat and efficacy in threat appeals: putting fear back in the danger control response

Veroline CauberghePatrick De Pelsmacker

2007

A model for fair trade buying behaviour: The role of perceived quantity and quality of information and of product-specific attitudes

Patrick De PelsmackerW JANSSENS

A1 Journal Article in JOURNAL OF BUSINESS ETHICS

Ad and brand responses to incongruent mild disgust appeals

N DENSPatrick De PelsmackerW JANSSENS

Advergames: the impact of brand prominence and repetition on brand responses

Veroline CauberghePatrick De Pelsmacker

Advertising and Branding Strategies for New Product Introductions

N DENSPatrick De Pelsmacker

Being there or being lost. TV program embedded interactivity and advertising responses

Patrick De PelsmackerVeroline Cauberghe

Being there or being lost? The context effects of TV programme induced interactivity on advertising: responses and the moderating role of need for cognition

Veroline CauberghePatrick De PelsmackerMaggie Geuens

Effects of nudity in advertising on consumers’ body esteem

N DENSPatrick De PelsmackerW JANSSENS

Fair-trade buying behaviour by Oxfam world shop customers

W JanssensPatrick De Pelsmacker

A4 Journal Article in TEORIJA IN PRAKSA

Fear appeal in traffic safety advertising: the moderating role of medium context, trait anxiety, and differences between drivers and non-drivers

Wim JanssensPatrick De Pelsmacker

A1 Journal Article in PSYCHOLOGICA BELGICA

Let the games begin: de impact van merkintegratie en het herhaald spelen van een advergame op merkreacties

Veroline CauberghePatrick De Pelsmacker

Marketing communications: a European perspective

Patrick De PelsmackerMaggie GeuensJ. Van den Berg

Marketing ethical products: what can we learn from fair-trade consumer behaviour in Belgium?

Patrick De PelsmackerW. JanssensC. MielantsE. Sterckx

Bookchapter in Sustainable consumption, ecology and fair trade

Parental attitudes towards advertising to children and restrictive mediation of children’s television viewing in Belgium

N. DensPatrick De PelsmackerL. Eagle

A2 Journal Article in YOUNG CONSUMERS

The differential effects of scarcely dressed male and female models in advertising

N DENSPatrick De PelsmackerW JANSSENS

The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity

W. JanssensPatrick De Pelsmacker

A2 Journal Article in ADVANCES IN INTERNATIONAL MARKETING

The effect of norms, attitudes and habits on speeding behavior: Scale development and model building and estimation

Patrick De PelsmackerW JANSSENS

A1 Journal Article in ACCIDENT ANALYSIS AND PREVENTION

The effectiveness of telescopic TV ads delivered via IDTV: the impact of the amount of information and the level of interactivity on brand responses

Veroline CauberghePatrick De Pelsmacker

The impact of two way communication and user control in a television program on the embedded ad and brand recall

V CAUBERGHEPatrick De Pelsmacker

Welke reclame voor nieuwe producten? Het verschil tussen extensies en nieuwe merken

N. DensPatrick De Pelsmacker

2006

Belgian advertisers' perceptions of interactive digital TV as a marketing communication tool

Veroline CauberghePatrick De Pelsmacker

Convictions, attitudes et comportement d’achât des consommateurs belges face au commerce équitable

Patrick De PelsmackerW. JanssensE. SterckxC. Mielants

Bookchapter in Economie solidaire et commerce équitable : acteurs et actrices d’Europe et d’Amérique latine

Direct-to-consumer advertising of medication: the views of patients, doctors and pharmacists in New Zealand and Belgium

N DENSL EAGLEPatrick De Pelsmacker

Does a medium context have a priming or an interference effect? It depends on how you look at it.

W JANSSENSPatrick De PelsmackerMaggie Geuens

Explicit and implicit determinants of ethical consumerism

Delphine VantommeMaggie GeuensJan De HouwerPatrick De Pelsmacker

Fair trade beliefs, attitudes and buying behaviour of Belgian consumers

Patrick De PelsmackerW. JanssensE. SterckxC. Mielants

A2 Journal Article in INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING

How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity

W. JanssensPatrick De Pelsmacker

Bookchapter in International advertising and communication

Investigating the moderating influence of customer characteristics on the relationship between behavioural loyalty and its antecedents

Marie De CannièrePatrick De Pelsmacker

Marktonderzoek, methoden en toepassingen

Patrick De PelsmackerPatrick Van Kenhove

Multiple cognitive priming and framing effects

W JANSSENSPatrick De Pelsmacker

naam Marketing and communication in Belgian companies: past, present and future

Patrick De PelsmackerN DENSW JANSSENS

Opportunities and thresholds of advertising on interactive digital TV: a view from advertising professionals

Veroline CauberghePatrick De Pelsmacker

A2 Journal Article in JOURNAL OF INTERACTIVE ADVERTISING

Parental attitudes towards food advertising to children and their impact on attitudes toward regulatory measures: a comparative study of New Zealand and Belgium

N DENSPatrick De PelsmackerL EAGLE

Patiënten, huisartsen en apothekers over reclame voor geneesmiddelen: een vergelijkende studie tussen België en Nieuw Zeeland

N. DensPatrick De PelsmackerL. Helsloot

2005

A model of fair-trade buying behaviour

W JANSSENSPatrick De PelsmackerC MIELANTS

A reader in marketing communications

Philip KitchenPatrick De PelsmackerD. SchultzL. Eagle

Advertising for new and existing brands: the impact of media context and type of advertisement

Patrick De PelsmackerW Janssens

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATIONS

Consumer preferences for the marketing of ethically labelled coffee

Patrick De PelsmackerW JANSSENSE STERCKXC MIELANTS

A1 Journal Article in INTERNATIONAL MARKETING REVIEW

De bomen en het bos: ethische labels als communicatie-instrument

Patrick De PelsmackerW JANSSENS

Bookchapter in Management Jaarboek 2005

Do consumers care about ethics? Willingness to pay for fair-trade coffee

Patrick De PelsmackerL DRIESENGlenn Rayp

A1 Journal Article in JOURNAL OF CONSUMER AFFAIRS

Docentenhandleiding: Marketingcommunicatie

Emotional of informative? Creative or boring? The effectiveness of different types of radio commercials.

Patrick De PelsmackerW JANSSENS

A2 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Foundations of marketing communications: a European perspective

Patrick De PelsmackerMaggie GeuensJoeri van den Bergh

Implicit attitudes toward green consumer behaviour

Delphine VantommeMaggie GeuensJan De HouwerPatrick De Pelsmacker

A1 Journal Article in PSYCHOLOGICA BELGICA

Instructor’s Manual: Foundations of Marketing Communications: A European Perspective

Patrick De PelsmackerMaggie GeuensJ VAN DEN BERGHK VAN WINKEL

Is there a future for Advertising on IDTV?

Veroline CauberghePatrick De Pelsmacker

Marketing communicatie

Patrick De PelsmackerMaggie GeuensJoeri van den Bergh

The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity

W JANSSENSPatrick De Pelsmacker

2004

Competitive intelligence: differences between Sout Africa and Flanders

Patrick De PelsmackerW VIVIERSA SAAYMANM MULLERL CUYVERSM JEGERS

Developing scales to measure the response of individuals to speeding

Patrick De PelsmackerW JANSSENS

Do consumers care about ethics? Fair trade labels and coffee buying intentions

Patrick De PelsmackerL DRIESSENGlenn Rayp

Explicit and implicit attitudes towards advertisements portraying men in different roles

Delphine VantommeMaggie GeuensJan De HouwerPatrick De Pelsmacker

Fair trade beliefs, attitudes and buying behaviour of Belgian consumers

Patrick De PelsmackerW JANSSENSE STERCKXC MIELANTS

Fear appeals in traffic safety Advertising - the moderating role of context, advice, duality and anxiety

W JANSSENSPatrick De PelsmackerL BULKMANS

Gemengde emoties in reclame: brengen ze ons in verwarring of werken ze beter?

Patrick De PelsmackerW JANSSENS

Implicit Attitudes toward Green Consumer Behavior

Delphine VantommeMaggie GeuensJan De HouwerPatrick De Pelsmacker

Instructor's manual: Marketing Communications

Integrated marketing communications: a primer

Philip KitchenPatrick De Pelsmacker

Marketing communications: a European perspective

Patrick De PelsmackerMaggie GeuensJ VAN DEN BERGH

The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity

W JANSSENSPatrick De Pelsmacker

The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots

Patrick De PelsmackerMaggie GeuensIris Vermeir

A1 Journal Article in INTERNATIONAL JOURNAL OF MARKET RESEARCH

Wie is bang van fear appeals? Angstaanjagende boodschappen in de reclame

Patrick De PelsmackerW JANSSENS

Bookchapter in Management Jaarboek 2004

2003

How family structure affects parent - child communication about consumption

Maggie GeuensPatrick De PelsmackerGitte Mast

A2 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING & MARKETING TO CHILDREN

Marketingá Komunikace

Patrick De PelsmackerMaggie GeuensJ VAN DEN BERGH

Zijn ethische proposities aantrekkelijk? Hoe kopen consumenten producten met een fair-trade label?

Patrick De PelsmackerW JANSSENSGlenn Rayp

Bookchapter in Management Jaarboek 2003

2002

Attitudes of school directors towards in-school marketing: an exploratory study

Maggie GeuensPatrick De PelsmackerG MAST

A2 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING AND MARKETING TO CHILDREN

Children's influence on family purchase behavior: the role of family structure

Maggie GeuensGitte MastPatrick De Pelsmacker

Developing a Short Affect Intensity Scale.

Maggie GeuensPatrick De Pelsmacker

A1 Journal Article in PSYCHOLOGICAL REPORTS

Emotional and rational advertising messages in positive and negative Polish media contexts

D. MaisonPatrick De PelsmackerMaggie Geuens

A2 Journal Article in ADVANCES IN INTERNATIONAL MARKETING

Environmentally friendly behaviour with respect to air pollution: the role of environmental knowledge, concern and perceived behavioural control

Patrick De PelsmackerW JANSSENSMaggie Geuens

Family structure as a moderator of parent-child communication about consumption

Maggie GeuensG MASTPatrick De Pelsmacker

Impact of playground communication on environmental friendliness: an exploratory study

Wim JanssensMaggie GeuensPatrick De Pelsmacker

Marktonderzoek met SPSS: statistische verwerking en interpretatie.

Katrien WijnenW JANSSENSPatrick De PelsmackerPatrick Van Kenhove

Marktonderzoek, methoden en toepassingen

Patrick De PelsmackerPatrick Van Kenhove

Media context and advertising effectiveness: The role of context appreciation and context/ad similarity.

Patrick De PelsmackerMaggie GeuensP ANCKAERT

A1 Journal Article in JOURNAL OF ADVERTISING

The effectiveness of emotional and rational advertising messages in positive and negative contexts

Dominika MaisonPatrick De PelsmackerMaggie Geuens

The impact of media context-ad similarity and media context appreciation on advertising effectiveness

Patrick De PelsmackerMaggie Geuens

The role of humor in the persuasion of individuals varying in need for cognition.

Maggie GeuensPatrick De Pelsmacker

A1 Journal Article in ADVANCES IN CONSUMER RESEARCH

Validity and reliability of scores on the reduced emotional intensity scale.

Maggie GeuensPatrick De Pelsmacker

A1 Journal Article in EDUCATIONAL AND PSYCHOLOGICAL MEASUREMENT

2001

Advertising in Belgium

Patrick De Pelsmacker

Bookchapter in Advertising worldwide : advertising conditions in selected countries

Context is de key: media-context en reclame-effectiviteit

Patrick De PelsmackerMaggie GeuensP ANCKAERT

Bookchapter in Management Jaarboek 2001

DHL keeps your promises (Case)

Patrick De PelsmackerMaggie GeuensJoeri van den Bergh

Bookchapter in Principles and practice of marketing

Explanatory factors of recognition and correct brand recall of radio commercials

Patrick De PelsmackerMaggie GeuensH GHESQUIÈRE

Marketing communications

Patrick De PelsmackerMaggie GeuensJoeri van den Bergh

The ethical dimensions of decision processes of employees

I RoozenPatrick De PelsmackerF Bostuyn

A1 Journal Article in JOURNAL OF BUSINESS ETHICS

The impact of consumer characteristics and campaign related factors on brand confusion in print advertising

M BrengmanMaggie GeuensPatrick De Pelsmacker

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATIONS

2000

Consumer lifestyle segments and environmental communication strategies

Patrick De PelsmackerI. Roozen

Bookchapter in Toegepaste economie : beleid en beheer in een imperfecte wereld : liber amicorum prof.dr. M. Van Hecke

De senior als consument en als marketingdoelgroep

Patrick De Pelsmacker

Bookchapter in Toegepaste economie : beleid en beheer in een imperfecte wereld : liber amicorum prof. dr. M. Van Hecke

Emotional appeals and information cues in Belgian magazine advertisements

Patrick De PelsmackerMaggie Geuens

Bookchapter in Strategic corporate communication : a selection of articles by Belgian and Dutch authors in leading international journals

Ethiek als een dimensie in het beslissingsproces van een onderneming: een literatuuroverzicht

C MielantsI RoozenPatrick De PelsmackerF Bostyn

A2 Journal Article in ECONOMISCH EN SOCIAAL TIJDSCHRIFT

Message modality and message effectiveness

Patrick De PelsmackerP ANCKAERT

Polish and Belgian consumers perception of environmentally friendly behaviour

I. RoozenPatrick De Pelsmacker

A2 Journal Article in JOURNAL OF CONSUMER STUDIES AND HOME ECONOMICS

1999

Advertising content and irritation : a study of 226 TV commercials

Patrick De PelsmackerJ. Van Den Bergh

A2 Journal Article in JOURNAL OF INTERNATIONAL CONSUMER MARKETING

Affect intensity revisited: individual differences and the communication effects of emotional stimuli

Maggie GeuensPatrick De Pelsmacker

A1 Journal Article in PSYCHOLOGY & MARKETING

De invloed van milieubesef op milieuvriendelijk gedrag

I RoozenPatrick De Pelsmacker

A2 Journal Article in TIJDSCHRIFT VOOR ECONOMIE EN MANAGEMENT

The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use

Patrick De PelsmackerMaggie Geuens

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATIONS

Wordt reclame steeds emotioneler?

Patrick De PelsmackerMaggie Geuens

Bookchapter in R. Duyck & C. Van Tilborgh (eds.), Management Jaarboek, Roularta, Roeselare, 75-80

1998

Advertising Characteristics and the Attitude towards the Ad - A Study of 100 Likeable TV Commercials.

Patrick De PelsmackerB DecockMaggie Geuens

Affect Intensity, Need for Cognition and Television Viewing Behaviour and Preferences

Maggie GeuensPatrick De Pelsmacker

Different markets, different communication strategies? A comparison of the communication effects of alcohol advertisements in Belgium and Poland

Patrick De PelsmackerMaggie Geuens

A2 Journal Article in INTERNATIONAL MARKETING REVIEW

Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages.

Maggie GeuensPatrick De Pelsmacker

Het verband tussen reclame-inhoud en reclame-effectiviteit.

Patrick De PelsmackerMaggie Geuens

Irritation, product type, consumer characteristics and advertising effectiveness

Patrick De PelsmackerJ VAN DEN BERGHR ANCKAERT

Need for Cognition and the Moderating Role of the Level of Intensity of Warm and Humorous Advertising Appeals.

Maggie GeuensPatrick De Pelsmacker

Promoting services

Patrick De PelsmackerJ VAN DEN BERGH

Televisiekijkgedrag, programmavoorkeur en persoonlijkheidskenmerken : de rol van affectintensiteit en neiging tot nadenken

Patrick De PelsmackerMaggie Geuens

A4 Journal Article in COMMUNICATIE

The Advertising Effectiveness of Different Levels of Intensity of Humour and Warmth and the Moderating Role of Affect Intensity

Patrick De PelsmackerMaggie Geuens

1997

Affect intensity and the general attitude towards advertising

Patrick De PelsmackerMaggie Geuens

Consumer behaviour in hypermedia computer-mediated environments: a methodological perspective

Steve MuylleRudy MoenaertM Despontin

De houding van de consument tegenover communicatie

Patrick De PelsmackerJ VAN DEN BERGH

Droge billetjes en andere verhalen - irritatie in reclame

Patrick De PelsmackerJ VAN DEN BERGH

Emotional appeals and information cues in Belgian magazine advertisements.

Patrick De PelsmackerMaggie Geuens

A2 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

Humoristische reclame : een effectieve strategie?

Bookchapter in Management voor een levenskunstenaar : liber amicorum Emile Vanlommel

Inhoudelijke verscheidenheid van tijdschriften- en televisiereclame in België

Patrick De PelsmackerMarc Jegers

Bookchapter in Management voor een levenskunstenaar : liber amicorum Emile Vanlommel

Management voor een levenskunstenaar : liber amicorum Emile Vanlommel

Product category involvement and the reaction of Belgian and Polish consumers to different advertising appeals

Maggie GeuensPatrick De Pelsmacker

A2 Journal Article in ADVANCES IN CONSUMER RESEARCH

Rol en doeleinden van ondernemers en managers in de markteconomie

Gaston Vandewalle

Bookchapter in Management voor een levenskunstenaar : liber amicorum Emile Vanlommel

The changing world of marketing and corporate communications: proceedings of the 2nd international conference on marketing and corporate communications

The Influence of Affect Intensity, Affective Orientation and Need for Emotion on Affective and Cognitive Responses to Warm, Erotic and Humorous Advertising Appeals

Maggie GeuensPatrick De Pelsmacker

Wordt reclame steeds emotioneler ?

Patrick De PelsmackerMaggie Geuens

Bookchapter in C. Van Tilborgh en R. Duyck (eds.), Management Jaarboek, Roularta Books, Zellik

Wordt reclame steeds emotioneler?

Patrick De PelsmackerMaggie Geuens

1996

De analyse van het informatiebeleid van de gemeente : een gevalstudie van de stad Lier

Maggie GeuensM. De KeersmaeckerPatrick De Pelsmacker

A4 Journal Article in PRAKTIJKGIDS MANAGEMENT LOKALE BESTUREN

De effectiviteit van emotionele reclame.

Patrick De PelsmackerMaggie Geuens

Marktonderzoek: mensen liegen

Patrick De PelsmackerPatrick Van Kenhove

The communication effects of provocation in print advertising.

Patrick De PelsmackerJ VAN DEN BERGH

A2 Journal Article in INTERNATIONAL JOURNAL OF ADVERTISING

The communication effects of warmth, eroticism and humour in alcohol advertisements

Patrick De PelsmackerMaggie Geuens

A2 Journal Article in JOURNAL OF MARKETING COMMUNICATIONS

1995

A decision support model for the planning and the assessment of export promotion activities: the Belgian case

Ludo CuyversPatrick De PelsmackerGlenn RaypIrene Roozen

A2 Journal Article in International Journal of Research in Marketing

Feelings evoked by warmth, eroticism and humour in alcohol advertisements

Maggie GeuensPatrick De Pelsmacker

Het organiseren van een bevraging en het opstellen van een vragenlijst

Patrick De PelsmackerMaggie Geuens

Japanese and Western companies in Belgium: a quantitative analysis of management styles in Belgium

Patrick De PelsmackerL CuyversGlenn Rayp

A2 Journal Article in JOURNAL OF EURO-ASIAN MANAGEMENT

The communication effects of warmth, eroticism and humour in alcohol advertisements. RUCA, 1995, nr. 7.

Patrick De PelsmackerMaggie Geuens

1994

Marktonderzoek, methoden en toepassingen

Patrick De PelsmackerPatrick Van Kenhove

1988

De geaggregeerde vraag naar personenwagens in België

Patrick De PelsmackerEmiel Vanlommel

De effectiviteit van provocerende reclame.

Patrick De PelsmackerJ VAN DEN BERGH

De perceptie van de Vlaamse economische en handelsvertegenwoordigers in het buitenland over sterkten en zwakten van de Belgische exporteurs, lokale handelsbelemmeringen, gewenste exportpromotie, en groeiende en krimpende exportmarkten. RUCA, 1995, nr . 6.

L CUYPERSPatrick De Pelsmacker

Likeability. Wat maakt TV-spots aantrekkelijk?, Diegem, Kluwer Business Press, 1999.

B DECOCKPatrick De Pelsmacker

Research Center voor Marketing Communicatie, De Vlerick School voor Management, Universiteit Gent, 1995, nr. 1.

Patrick De PelsmackerJ VAN DEN BERGH

Research Center voor Marketing Communicatie, De Vlerick School voor Management, Universiteit Gent, 1995, nr. 2.

Patrick De PelsmackerJ VAN DEN BERGH

The communication effects of provocation in print advertising campaigns.

Patrick De PelsmackerJ VAN DEN BERGH