This book chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories - experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product...

Purpose – This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach – This study employed a 2 (Humor: humor vs. non‐humor)×2...

Purpose – Finance theory proposes that consumers require information about the risk‐return trade‐off credibility information to relieve principal‐agent conflict concerns, and transaction cost information – for investment decisions. This paper aims to investigate whether or not such...