Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that...

Flexible wearable electronics is an emerging research field in recent years, showing the great potential in human health monitoring and motion capture, electronic skin and intelligent robots. However, it is still challenging to develop all-in-one sensors with high sensitivity, wide range, fast...

Key Features:The subject of farm land protection and food security is very important to not only China but also most countries of the world, and the food security situation of China is attractive to a worldwide audienceThis book provides a unique way to rethink the food security problem, and...

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that...

While creativity in advertising is a growing area of marketing research, relatively little is known about how the effects of creativity are produced. Accordingly, this research explores the basic persuasive (i.e., desire to postpone closure) and emotional (i.e., positive affect) mechanisms...