Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising. Consistent with hypothesized expectations, our findings indicate...

Previous research has focused attention on state skepticism over corporate social responsibility (CSR) communications, but little work has focused on how to override pre-existing differences in consumer skepticism. To gain insight into this issue, the present studies explore whether company ads...