This article examines the role of message-induced state empathy in persuasion. Message-
induced empathy is conceptualized as a perception–action process that consists of affective …

Self-endorsing—the portrayal of potential consumers using products—is a novel advertising
strategy made possible by the development of virtual environments. Three experiments …

The current study examines some of the cultural influences for Asian Americans on
perceived model credibility. Specifically, the effects of racial congruency and ethnic …

Two hundred and forty sports fans sampled through internet message boards were surveyed
to examine the relationship between participation in web-based fantasy sports leagues and …

As many sport organisations are frequently in great need of volunteers, it is important for
sport marketers to develop effective public service advertisements (PSAs) to attract …

While research on cultural variables influencing source credibility has been called for by
scholars, very few studies have made attempts thus far. In this study, an experiment was …

The involvement construct is generally recognised as a key influence on consumer buyer
behaviour and is used as a tool for product classification in a number of advertising …

Seeking effective means of targeting advertisements online is a complex question. Early
studies of the Internet focused on efficiency, the use of Web addresses in traditional media …

Two-sided markets, free pricing, and offerings with network externalities represent exciting
variations in the market. And while all embody theoretical advancements in marketing …

Although the human health and social benefits from outdoor recreation are numerous, there
is mounting evidence that outdoor recreation can negatively impact wildlife. Shorebirds are …