This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s attitudes towards an ad and buying intentions for a non-beauty-related...

A randomized experiment with 1.6 million customers measures positive causal effects of online advertising for a major retailer. The advertising profitably increases purchases by 5%. 93% of the increase occurs in brick-and-mortar stores; 78% of the increase derives from consumers who never click...

Purpose – The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect. Design/methodology/approach – The study encompasses...

Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach –...