Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

  • Ivana Busljeta Banks
  • Patrick De Pelsmacker
Part of the European Advertising Academy book series (EAA)


Carlsberg’s “Probably…” campaigns, whose slogan has been seen in more than 100 versions of commercials and advertisements world-wide (Creative and Commercial Communications Ltd., 1998), are probably the best known example of the use of probability markers in advertising.


Purchase Intention Service Type Advertising Effectiveness Elaboration Likelihood Model Probability Marker 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Ivana Busljeta Banks
    • 1
  • Patrick De Pelsmacker
    • 2
  1. 1.Zagreb School of Economics and ManagementCroatia
  2. 2.University of AntwerpBelgium

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