Suchergebnisse

AbstractTwo studies investigate the utility of analogical reasoning for improving the likelihood of consumer choice after a product placement. Data suggest that analogical transfer to real‐life situations of a product solution featured in a placement can be facilitated by judicious use of accompanying advertising. Ads that are distinct from placement content are associated with higher choice frequencies for the focal item than are ads that play as extensions of a show episode in which a product was placed. This presumably occurs because distinct ads promote generalization of the solution viewed in the product placement, and this, in turn, facilitates later analogical mapping of the solution.

AbstractBased on our experience developing and delivering a highly successful data visualization course within a Master of Science in Business Analytics program, we present a taxonomy for data visualization courses and recommend content and pedagogical features for each type of data visualization course therein. We also discuss the interdependence between data visualization and business communication as a critical consideration in course design.