Contents:
Introduction;
1 Bridging theory and practice a conceptual model of relevant researchBernd Schmitt;
2 Optimal marketing for really new products using a consumer perspective to improve communicationsSteve Hoeffler and Michal Herzenstein;
3 Consumer tunnel vision and implications for managing the marketing mixSteven S Posavac David M Sanbonmatsu Shailendra Pratap Jain;
4 How to target diverse customers an advertising typology and prescriptions from social psychologyAnne M Brumbaugh;
5 Where to draw the line Managerial implications of behavioral research on deceptive advertisingGuang-Xin Xie and David M Boush;
6 Verbal and visual information interaction in print advertisementsYeqing Bao Shi Zhang and James T Simpson;
7 Comparative advertising research a review and research agendaMeng-Hua Hsieh Kyra Blower Xingbo Li Shailendra Pratap Jain and Steven S Posavac;
8 Brand experience managerial applications of a new consumer psychology conceptJ Josko Brakus Bernd Schmitt and Lia Zarantonello;
9 Success stories how marketing managers can leverage the psychology of narrativesJennifer Edson Escalas;
10 The consumer-generated product review its effect on consumers and marketersOhyoon Kwon and Yongjun Sung;
11 Improving the predictive power of consumer research by measuring naturally occurring judgmentsMaria L Cronley Frank R Kardes Susan Powell Mantel and Helene Deval;
12 Negativity and customer satisfaction its managerial implications Keiko I Powers;
13 Nonconscious processes in consumer behavior a review of prior literature and implications for marketingIsrael Martinez Raquel Castano Claudia Quintanilla and Martin Reimann;
14 Marketing insights from a model of action and empirical findings Geraldine Fennell Name;
index;
Subject index