Persuasive Advertising - J. Scott Armstrong [236]
Leigh, James H. (1994), “The use of figures of speech in print ad headlines,” Journal of Advertising, 23 (2), 17–33. (P 249)
Lessne, Greg J. and Elaine M. Notarantonio (1988), “Effects of limits in retail advertisements: A reactance theory perspective,” Psychology and Marketing, 5 (1), 33–44. (P 74)
Levenson, Bob (1987), Bill Bernbach’s Book: A History of the Advertising that Changed the History of Advertising. New York: Villard Books. (P 204)
Levin, Irwin P., Sandra L. Schneider, and Gary J. Gaeth (1998), “All frames are not created equal: A typology and critical analysis of framing effects,” Organizational Behavior and Human Decision Processes, 76, 149–88. (P 304)
Levin, Irwin P., Judy Schreiber, Marco Lauriola, and Gary J. Gaeth (2002), “A tale of two pizzas: Building up from a basic product versus scaling down from a fully-loaded product,” Marketing Letters, 13 (4), 335–44. (P 40)
Levine, Robert (2003), The Power of Persuasion: How We’re Bought and Sold. New York: John Wiley. (P 3, 66)
Levy, Moshe and Haim Levy (2002), “Prospect theory: Much ado about nothing?” Management Science, 48 (10), 1334–49. (P 304)
Levy, R. (1987), “Big resurgence in comparative ads,” Dun’s Business Month, 129 (February), 56–8. (P 159)
Lewis, Clive and Peter Walker (1989), “Typographic influences on reading,” British Journal of Psychology, 80, 241–57. (P 262)
Lewis, Hershell G. and Carol Nelson (1999), Advertising Age Handbook of Advertising. Chicago: NTC Business Books. (P 17)
Lewis, Michael (2003), Moneyball: The Art of Winning an Unfair Game. New York: W. W. Norton. (P 8)
Liyanarachchi, Gregory A. and Markus J. Milne (2005), “Comparing the investment decisions of accounting practitioners and students: An empirical study on the adequacy of student surrogates,” Accounting Forum, 29, 121–35. (P 297)
Locke, Edwin A. (1986), Generalizing from Laboratory to Field Settings. Lexington, MA: Lexington Books. (P 12, 296)
Locke, Edwin A. and Latham, Gary P. (2002) “Building a practically useful theory of goal setting and task motivation: A 35-year odyssey,” American Psychologist, 57, 705–17. (P 20, 283)
Lodish, Leonard M., M. Abraham, S. Kalmenson, J. Livelsberger, B. Lubetkin, B. Richardson, and M. E. Stevens (1995b), “How T.V. advertising works: a meta-analysis of 389 real world split cable TV advertising experiments,” Journal of Marketing Research, 32 (May), 125–39. (P 32)
Lodish, Leonard M., M. M. Abraham, J. Livelsberger, B. Lubetkin, B. Richardson and M.
E. Stevens (1995a), “A summary of fifty-five in-market experimental estimates of the long-term effect of TV advertising,” Marketing Science, 14:3 (part 2 of 2), G133–G140. (P 298)
Lohse, Gerald L. (1997), “Consumer eye movement patterns on Yellow Pages advertising,” Journal of Advertising, 26 (1), 61–73. (P 229, 254)
Lohse, Gerald L. and Dennis L. Rosen (2001), “Signaling quality and credibility in Yellow Pages advertising: The influence of color and graphics on choice,” Journal of Advertising, 30 (2), 73–85. (P 210, 212)
Louie, Therese A., Robert L. Kulik, and Robert Jacobson (2000), “When bad things happen to the endorsers of good products,” Marketing Letters, 12 (1), 13–23. (P 154)
Loureiro, Maria L., Jill J. McCluskey, and Ron C. Mittelhammer (2002), “Will consumers pay a premium for eco-labeled apples,” Journal of Consumer Affairs, 36, 203–19. (P 140)
Lowrey, Tina M. (1998), “The effects of syntactic complexity on advertising persuasiveness,” Journal of Consumer Psychology, 7 (2), 187–206. (P 184)
Lukeman, Noah (2006), A Dash of Style: The Art and Mastery of Punctuation. New York: W. W. Norton. (P 253)
Lutz, Kathy A. and Richard J. Lutz (1977), “Effects of interactive imagery on learning: Application to advertising,” Journal of Applied Psychology, 62 (4), 493–8. (P 206)
Lynch, Patrick J. and Sarah Horton (2009), Web Style Guide, 3rd. edn. New Haven, CT: Yale University Press. (P 262, 265)
Lynn, Michael (1989), “Scarcity effects on desirability: Mediated by assumed expensiveness?” Journal of Economic Psychology, 10, 257–74. (P 73)
MacGregor, Douglas