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Concern for appropriateness and ad context effects

โœ Scribed by Kevin Celuch; Mark Slama; Susan Schaffenacker

Book ID
101298701
Publisher
John Wiley and Sons
Year
1997
Tongue
English
Weight
113 KB
Volume
14
Category
Article
ISSN
0742-6046

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Prior research indicates that ad-self-congruency effects are significant only when participants are not motivated to process ad messages, as when they are in a positive rather than negative affective state (Chang, 2002a). In line with this reasoning, it was expected that ad tactics such as ad framin