This paper explores how individual characteristics of age, need for cognition (NFC), and affective intensity (AI) interact with each other and with advertising appeal frames (i.e., rational, positive-emotional, negative-emotional) to influence ad attitudes, involvement, and recall. The mixed...

This study examines the effects of print ad execution variables on attention and processing as measured by Starch Noted, Associated, and Read most scores—on a univariate basis, then multivariate, and finally within the quadrants of the Rossiter–Percy–Bellman (RPB) Grid. Findings show that...

Purpose: The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach: Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social...

Purpose: Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement. Design/methodology/approach: In Study 1’s experiment, 361 participants...

Purpose: Government policy mandates information disclosure in financial communications to protect consumer welfare. Unfortunately, low readability can hamper information disclosures’ meaningful benefits to financial decision making. Thus, this experiment tests the product evaluation and...