How many pictures should your print ad have?

This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning affect integration in a simultaneous presentation context, in advertisements with only positive or only negative images, increasing the number of positive (negative) images of similar affective intensity does not increase positive (negative) affect. For both types of advertisements, additional pictures have no effects on attitude toward the ad when they exemplify a product attribute or benefit that an existing picture(s) already depicts.     

The government's revenue from money creation and the inflationary effects of a decline in the rate of growth of G.N.P.

This paper studies the inflationary consequences of an exogenous decline in the rate of growth of G.N.P. The Government's insistance on keeping its revenue from money creation unaffected results in a compensating increase in the inflation tax, due to the loss of revenue stemming from the decline in growth. It is shown that the magnitude of the necessary compensating increase in the rate of inflation depends crucially on the specification of the demand for money. Based on a Cagan type demand for money, we present the inflationary consequences of a decline in the rate of growth for Israel, six O.E.C.D. countries, and Argentina.