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Showing 1 to 1 of 1 for “"message appeal"”.
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Exploring the effects of mood states, cultural background, and the congruity between ad appeal and product type on consumers’ attitudes and purchasing intentions
… the interactive effects of mood, culture and message appeal (i.e., congruity/incongruity between ad appeals and product types). Two online experiments were conducted with 438 participants from both U.S. and China. All participants (i.e., Americans and Chinese) were randomly assigned to either …