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 …

COVID-19 ads are gaining people's consciousness rapidly. Many companies are concerned
with determining the new purchase intention of online consumer behavior (PIC) for the next …

Storytelling video advertising has emerged as a cost-effective creative technique to engage
consumers with an advertised brand. Unlike traditional television commercials and print ads …

Prior literature suggests that, for low involvement products, transformational advertising
should be favored over informational advertising. The current study on 927 consumers from …

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 …

Two studies examine the interplay between mood and native-advertising type (listicle and
narrative) on attitudinal and behavioral response. Study 1 found that listicles elicited more …

Social experience (ie, social inclusion versus exclusion) is an important factor that
influences consumer behaviors but has not been adequately examined in advertising …

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

One of the most common techniques behavioral scientists use to influence people's
attitudes, intentions, and behaviors is message matching—the systematic design and …

Digitaalisen kehityksen myötä markkinointimaailma on muuttunut ja nostanut
mobiilimainonnan yritysten markkinointistrategioiden ytimeen. Mainosviestien lisääntyminen …