REFERENCES 115(^11) Witte, K. (1992), ‘Putting the Fear Back into Fear Appeals:
The Extended Parallel Process Model (EPPM)’, Com
munication Monographs, 59(4), 329–49.
(^12) Kretchmer, S.B. (2005), ‘Changing Views of Commer-
cialization in Digital Games: In-Game Advertising and
Advergames as Worlds in Plays’, Paper presented at
DIGTAR Conference ‘Changing Views: Worlds in Play’,
Vancouver.
(^13) Gee, J.P. (2003), What Video Games Have to Teach Us
about Learning and Literacy. New York: Palgrave Macmillan;
Prensky, M. (2005), ‘Computer Games and Learning: Digital
Game-based Learning’, in Raessens, J. and Goldstein, J.
(eds), Handbook of Computer Games Studies, Cambridge,
MA: MIT Press, 59–79.
(^14) Hoyer, W.D. and MacInnis, D.J. (2007), Consumer Behavior,
4th edition, Boston, MA: Houghton Mifflin; Park, C.W.,
Jaworski, B.J. and MacInnis, D.J. (1986), ‘Strategic Brand
Concept–Image Management’, Journal of Marketing, 50
(October), 135–45.
(^15) Pham, M.T. and Higgins, E.T. (2005), ‘Promotion and
Prevention in Consumer Decision Making: State of the
Art and Theoretical Propositions’, in Ratneshwar, S.
and Mick, D.G. (eds), Inside Consumption: Perspectives on
Consumer Motives, Goals and Desires, London: Routledge,
8–43; Aaker, J.L. and Lee, A.Y. (2001), ‘ “I” Seek Pleasures
and “We” Avoid Pains: The Role of Self-Regulatory Goals
in Information Processing and Persuasion’, Journal of
Consumer Research, 28 (June), 33–49; Higgins, E.T. (1997),
‘Beyond Pleasure and Pain’, American Psychologist, 52
(December), 1280–300.
(^16) Huffman, C., Ratneshwar, S. and Mick, D.G. (2000),
‘Consumer Goal Structures and Goal Determination
Processes’, in Ratneshwar, S., Mick, D.G. and Huffman, C.
(eds), The Why of Consumption: Contemporary Perspec
tives on Consumer Motives, Goals and Desires, New York:
Routledge, 1–35.
(^17) Pham, M.T. and Higgins, E.T. (2005), ‘Promotion and
Prevention in Consumer Decision Making: State of the
Art and Theoretical Propositions’, in Ratneshwar, S. and
Mick, D.G. (eds), Inside Consumption: Perspectives on
Consumer Motives, Goals and Desires, London: Routledge,
8–43.
(^18) Baumgartner, H. (2002), ‘Toward a Personology of the
Consumer’, Journal of Consumer Research, 29 (September),
286–92.
(^19) Cuckoo Awards (2005).
(^20) Petty, R.E. and Cacioppo, J.T. (1986), ‘The Elaboration
Likelihood Model of Persuasion’, Advances in Experimental
Social Psychology, 19, 123–205.
(^21) Petty, R.E. and Cacioppo, J.T. (1986), ‘The Elaboration
Likelihood Model of Persuasion’, Advances in Experimental
Social Psychology, 19, 123–205.
(^22) Berney-Reddish, I.A. and Areni, C.S. (2006), ‘Sex Dif-
ferences in Responses to Probability Markers in Advertising
Claims’, Journal of Advertising, 35(2), 7–16.
(^23) Areni, C.S. (2002), ‘The Proposition-Probability Model
of Argument Structure and Message Acceptance’, Journal
of Consumer Research, 29(2), 168–87.
(^24) Bušljeta Banks, I. and De Pelsmacker, P. (2011), ‘Tolerance
for Ambiguity and the Effects of Probability Markers in
Services Advertisements: A Study of Belgian and Croatian
Consumers’, Proceedings of the 2011 International Confer
ence on Research in Advertising, Berlin, CD-ROM.
(^25) Areni, C.S. (2003), ‘The Effects of Structural and
Grammatical Variables on Persuasion: An Elaboration
Likelihood Model Perspective’, Psychology & Marketing,
20 (April), 349–75; Areni, C.S. and Sparks, J.R. (2005),
‘Language Power and Persuasion’, Psychology & Marketing,
22(6), 507–25; Sparks, J.R. and Areni, C.S. (2008), ‘Style
Versus Substance: Multiple Roles of Language Power in
Persuasion’, Journal of Applied Social Psychology, 38(1),
37–60.
(^26) Bušljeta Banks, I., De Pelsmacker, P. and Purnawirawan,
N.A. (2011), ‘Probability Markers in Advertising Have a
Different Effect on the Purchase Intention for Hedonic
and Utilitarian Low and High Involvement Services’,
Proceedings of the 40th European Marketing Academy
Conference Ljubljana, CD-ROM.
(^27) Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003),
‘Measuring the Hedonic and Utilitarian Dimensions of
Consumer Attitude’, Journal of Marketing Research, 11(3),
310–20.
(^28) Areni, C.S. (2002), ‘The Proposition-Probability Model of
Argument Structure and Message Acceptance’, Journal of
Consumer Research, 29(2), 168–87.
(^29) Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003),
‘Measuring the Hedonic and Utilitarian Dimensions of
Consumer Attitude’, Journal of Marketing Research, 11(3),
310–20.
(^30) Berney-Reddish, I.A. and Areni, C.S. (2006), ‘Sex Differ-
ences in Responses to Probability Markers in Advertising
Claims’, Journal of Advertising, 35(2), 7–16.
(^31) De Mooij, M. and Hofstede, G. (2010), ‘The Hofstede
Model: Applications to Global Branding and Advertising
Strategy and Research’, International Journal of Advertising,
29(1), 85–110.
(^32) Bosmans, A. (2002), ‘Affective Persuasive Commun-
ication: Multiple Roles of Affect in Persuading the
Consumer’, Unpublished Doctoral Dissertation, Ghent
University; Forgas, J.P. (1995), ‘Mood and Judgment:
The Affect Infusion Model (AIM)’, Psychological Bulletin,
117(1), 39–66; Chaiken, S. (1980), ‘Heuristic versus
Systematic Information Processing in the Use of Source
versus Message Cues in Persuasion’, Journal of Per
sonality and Social Psychology, 39, 752–66; Petty, R.E. and
Cacioppo, J.T. (1986), ‘The Elaboration Likelihood Model
of Persuasion’, Advances in Experimental Psychology, 19,
123–205.
(^33) Pham, M.T. and Avnet, T. (2004), ‘Ideals and Oughts and
the Reliance on Affect versus Substance in Persuasion’,
Journal of Consumer Research, 30 (March), 503–18.
(^34) Adams, L., Faseur, T. and Geuens, M. (2008), ‘The
Influence of Self-regulatory Focus in the Effectiveness of
Emotional Health Campaigns: It’s a Matter of Context
t o o ’, Proceedings of the Association for Consumer Research
Conference, San Francisco.
M03_PELS3221_05_SE_C03.indd 115 6/5/13 3:03 PM