One of the most reliable and impactful methods for enhancing a persuasive appeal is to
match an aspect of the proposal (ie, its content, source, or the setting in which it is delivered) …

The consumer journey metaphor emphasizes the steps that individuals take in their path
toward relationships with brands or satisfying shop** experiences. However, in many non …

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

With the amount of online advertising on a steady rise, generic ads noticeably lose
effectiveness. In order to break through the clutter, retailers employ a method called …

Purpose The paper takes stock of accumulated knowledge on factors impacting the success
of online crowdfunding (CF) campaigns while suggesting opportunities for future research …

Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

One common obstacle to the audience's embracing the persuader's advocated action or
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …

Packed with cultural, company, and country examples, this book offers a mix of theory and
practical applications covering globalization, global branding strategies, classification …

We employ a novel adaptation of self-construal theory to explain the theoretical basis of
factors that influence organic food purchase decisions. Study 1 reveals that egoistic (eg …

Uniqueness has positive connotations of freedom and independence in American culture,
whereas conformity has positive connotations of connectedness and harmony in East Asian …