UN 325 - IJRM. Advertising’s effects on Consumer Mindset & Sales.

Up Next with Gabriella Mirabelli

In today's episode, Gabriella Mirabelli interviews Albert Valenti, an assistant professor in marketing at IESE Business School, about research he and his colleagues conducted on how advertising works. Using data from 178 brands over seven years, the research focuses on how advertising impacts consumers' cognition, affect, and experience, and how these factors influence purchasing decisions.