Suchergebnisse

Who testifies on US trade agreements before Congress and what do they say? We examine the content of Congressional testimony on US trade agreements, and the selection process which determines who testifies in the first place. We find that testimony is systematically tilted toward a sunny view of trade's positive economic effects, while import competition and offshoring are generally downplayed. We argue that trade's supporters strategically frame their motives for supporting trade agreements, and that pro‐trade committee chairs' decisions on who testifies further skew testimony away from the distributive consequences of globalization within the United States. Congressional hearings on trade agreements therefore represent a key site where the influence of dominant pro‐trade interests is both revealed and reinforced.

We empirically tested the relationship between aesthetic brands and evaluation of their accessories, and also explored the moderating roles of functional complementarity and brand schematicity on this relationship. Participants were 260 undergraduate students in Korea, who took part
in an online experiment. Results showed that there were statistically significant differences in the evaluation of accessory products depending on the level of functional complementarity to the focal brand. Participants were significantly more likely to purchase an accessory of a high, compared
to low, aesthetic brand when functional complementarity was moderate. Further, brand-schematic, compared to brand-aschematic, participants were more likely to purchase an accessory of high aesthetic brands, even when the functional complementarity was low. This demonstrates that when brand-aschematic
participants acquired an aesthetically pleasing brand, they were motivated to buy additional accessories. Marketers may use our findings to develop strategies to increase the extendability of brand accessories.

Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising
of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising
with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a
hedonic product, and that consumer response to art infusion advertising differed according to product type.