Journal ArticleDOI
Divergence or Relevance in Advertisements: What Works in Emerging Markets? Evidence from Indian Consumers
TLDR
In this article, the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers was examined in emerging markets to examine the role ad creativity in shaping consumer behavior.Abstract:
This study selects the context of emerging markets to examine the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers. Most of the existing studies expl...read more
Citations
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Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising:
TL;DR: In this paper, the authors show that advertisers in China have long used the government's system of city tiers as a de facto segmentation tool and that this has led to assumptions on the part of advertisers about di...
Journal ArticleDOI
The influence of creative packaging design on customer motivation to process and purchase decisions
TL;DR: This article examined how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures, and found that packaging design can evoke customer curiosity in certain conditions.
Journal ArticleDOI
Gen Z and TV: An Analysis of Traditional Advertising Medium and Perception
TL;DR: In this paper , a comparative analysis on the impact of energetic commercials on deactivating audiences was performed while this research aimed to identify the factors affecting Gen Z consumer perception towards television as an advertising medium.
Journal ArticleDOI
Gen Z and TV: An Analysis of Traditional Advertising Medium and Perception
TL;DR: In this paper , a comparative analysis on the impact of energetic commercials on deactivating audiences was performed while identifying the factors affecting Gen Z's consumer perception towards television as an advertising medium.
References
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Journal ArticleDOI
The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
Reuben M. Baron,David A. Kenny +1 more
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
Journal ArticleDOI
Multivariate Data Analysis
TL;DR: In this paper, a six-step framework for organizing and discussing multivariate data analysis techniques with flowcharts for each is presented, focusing on the use of each technique, rather than its mathematical derivation.
Journal ArticleDOI
Multivariate data analysis
TL;DR: This chapter discusses Structural Equation Modeling: An Introduction, and SEM: Confirmatory Factor Analysis, and Testing A Structural Model, which shows how the model can be modified for different data types.
Journal ArticleDOI
Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis
TL;DR: Baron and Kenny's procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively.
Book ChapterDOI
The elaboration likelihood model of persuasion
TL;DR: This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.
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