This study compared the final course grades given by first time teaching assistants, experienced teaching assistants, and full-time faculty members. The results clearly showed that inexperienced graduate teaching assistants awarded higher grades than either experienced graduate teaching assistants or faculty members, and these grades were usually much higher than the student's overall grade point average.
used model of advertising, explicitly includes emotion as an integral component of effective advertising. Interest in the role that emotion plays in advertising effectiveness can be traced back to the 1980s. 3-5 During this time, researchers established linkages between affective responses and attitudes towards INTRODUCTION 'Emotional kick' is an integral part of advertising effectiveness. As Zeitlin and Westwood 1 point out, 'No advertising communication can be neutral in its emotional content since then it would be communicating nothing at all'. The Rossiter and Percy model, 2 a commonly
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