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...