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) …

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 …

Efforts to identify and understand gender differences have a long history that has sparked
lively debate and generated much public interest. Although understanding gender …

Why do consumers who profess to be concerned about the environment choose not to buy
greener products more regularly or even at all? This study explores how consumers' …

Understanding consumer information processing is fundamental. Previous studies
investigated the effect of message framing and self-construal in green consumption using …

Intense competition requires that social media service providers execute two major business
strategies: exploiting current functions while simultaneously exploring incremental …

This paper examines the influence of mortality salience on preference for humanoid robot
service. Six studies confirm that consumers/tourists are reluctant to adopt humanoid (vs. non …

As consumers move through their decision journey, they adopt different goals (eg,
transactional vs. informational). In this research, the authors propose that consumer goals …

Brand managers inevitably have to face service failures and respond to them. Undertaking
brand recovery is essential as customers might desire to take revenge or spread negative …

Purpose Given that many consumers are skeptical about environmentally based advertising
campaigns, the purpose of this study is to propose an optimized message strategy to …