Developments in technology have made online teacher training applicable to MOOCs, but
the validation of MOOCs presents some challenges, including the high dropout rate and low …

While there is an ample amount of consumer behavior research that recruits processing
fluency as an explanatory construct, the question how to best measure the fluency …

Visual cues are pervasive on crowdfunding platforms. However, whether and how low
validity visual cues can impact the behavior of backers remains largely unknown. In this …

Advertising can be used to promote tourism recovery post-COVID-19 pandemic. However,
the effectiveness of such advertising in the pandemic context remains uncertain. This study …

Mass customization interfaces typically guide consumers through the configuration process
in a sequential manner, focusing on one product attribute after the other. What if this …

Although existing research has established that aesthetic pleasure and aesthetic interest are
two distinct positive aesthetic responses, empirical research on aesthetic preferences …

This research investigates a novel type of fit unique to digital marketing: that between the
intimacy of an advertizing appeal and of the social media platform through which it is …

A large and growing number of brands use music in their marketing communications to
influence consumer perceptions. This article offers an answer to how brands can leverage …

Consumers' pursuit of simplicity is gaining traction as a research topic. However, despite an
extensive set of studies investigating various facets of simplicity in marketing and related …

Educators often use stories, humor, surprise, images, or other ploys to catch students'
interest. This form of interest, often called “situational interest” because of how it is triggered …