Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature...

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for companies seeking effective ways to inform and persuade the consumer. Consequently, retailers need to develop creative message strategies and tactics that will positively affect...