Sumpradit, Nithima; Bagozzi, Richard P.; Ascione, Frank J. - In: Cogent business & management 2 (2015), pp. 1-27
We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...