Two experiments demonstrated that fast (vs. normal-paced) end-of-advertisement disclaimers undermine consumers’ purchase intention toward untrusted brands (both trust-unknown and not-trusted brands), but that disclaimer speed has no effect on consumers’ purchase intention toward trusted brands. The differential effects of disclaimer speed for untrusted versus trusted brands were not due to diff...

Formaldehyde is commonly used in detergents and cosmetic products as antibacterial agent and preservative. This substance is unfavorable for human health because it is known to be toxic for humans and causes irritation of eyes and skins. The toxicology studies of this compound indicate risk of detergents and cosmetic formulations with a minimum content of 0.05% free formaldehyde. Therefore, det...

BACKGROUND Due to negligence, Persian (Iranian) traditional medicine has had a weak presence in the world of research for a long time. However, in recent years, a variety of activates by research and faculty centers have created awareness and a platform to introduce and promote Persian medicine to the world. The aim of this study is to present and analyze scientific achievements of Persian medi...

the image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. the purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. the components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. the relationship between the brand image an...

The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attribu...