Health communication promotes public and individual health. Psychophysiological indices
can unveil the unconscious emotional variables that influence audience's representations of …

This study illuminates the varied emotional mechanisms underlying consumer response to
ads paired with emotionally congruent versus incongruent content in different placement …

The COVID-19 pandemic has prompted the production of a vast amount of COVID-19-
themed brand commercials, in an attempt to exploit the salience of the topic to reach more …

Mood management theory posits that people try to maintain intensity of good moods and
diminish intensity of bad moods. This study uses mood management theory to examine the …

This study aimed to examine the persuasive influences of moral emotions on younger
consumers' judgments and decision-making and the roles of culture and self-construal in …

This research investigated the interplay between mood, disclosure language, and ad
skepticism on consumers' recognition and evaluation of native advertising. During two …

This research studies the effect of emotional arousal communicated in ad appeals on
consumers' memory of the ad. Isolating and studying the level of arousal–one dimension of …

This study proposes and evaluates the effect of “mixed” comparative reviews on review
value and compares the results with “separate” comparative and regular reviews. A total of …

Advertising uses sounds and dynamic images to provide visual, auditory, and tactile
experiences, and to make the audience feel like the protagonist. During COVID-19 …

This research investigates how the display locations of regular and sale prices in
comparative price advertising impact perceived quality, deal attractiveness, and purchase …