Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

A survey explores factors that lead to consumers' ambivalent attitudes about green products
and buying green products. An experiment further tests the moderating influence of this …

This article revisits the widely believed notion of the skeptical green consumer, in other
words, that green consumers tend to distrust green advertising. Study 1, a survey of US …

This new handbook presents, synthesizes, and integrates the existing knowledge of
methods, theories, and data in attitudes. The editors' goal is to promote an understanding of …

Value-expressive brands' success stem largely from self-congruity between their brand
personalities and targeted consumers' self-concepts (Aaker, 1997). Over 100 conceptual …

It is widely assumed in academic and policy circles that younger children are more
influenced by advertising than are older children. By reviewing empirical findings in relation …

Our goal is to provide an overview of important aspects of human learning that are
particularly relevant to educators. Doing so represents an exciting but difficult challenge …

Processing narratives demands sufficient cognitive resources; therefore, the effectiveness of
narrative advertising depends on individuals' cognitive capacities. In contexts where …

This research aimed to identify the influence of Chinese consumers' beliefs about
dimensions of corporate social responsibility (CSR) on self-congruity and their purchase …