Purpose: When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the threatened attribute. Although consumers can restore a threatened self-perception by consuming products and...

Purpose: This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image...