Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral...

Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions....

Purpose Literacy represents one’s ability to process and produce materials related to a domain. One type of this higher-order, global individual difference variable is consumer financial literacy. It stems from one’s financial information processing capacity, prior financial knowledge, and...

Purpose This study aims to investigate the joint effect of three factors – processing fluency, the individuals’ need for cognition (NFC) and mood – on consumer skepticism toward corporate social responsibility (CSR) messages. Design/Methodology/Approach Study 1 uses a 2 (fluency: high...

Purpose This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by...

Purpose – Auditory branding is the association of a non‐verbal, auditory identity for a brand. Sonic logos, or “sogos,” are a key element of sonic branding. This paper seeks to examine the systematic influence of an objective property, the number of tones in a sogo, on consumers'...

Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism...

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency....

Purpose – This study aims to examine the joint effect of processing fluency and service quality in a service context. In recent years, companies have become increasingly interested in supporting corporate social responsibility (CSR) activities. While most prior research focus on the positive...

Nowadays ways of purchase are changing with the maturity and rapid development of e-commerce. There are two studies in this research paper. In study 1, one online experiment was conducted with 263 subjects, it aims to figure out the relationship between consumers' risk preference and risk in...