Most recent research examining the influence of story-based advertisements on persuasion leverages theories narrative and character involvement. These emphasize emotional engagement as key to stories’ persuasive influence. Researchers who build these tend assume that an audience will experience emotions depicted by a focal examine with respect intensity (i.e., amount emotion experienced). The current work integrates insights from appraisal theory develop framework in stories. We expand...

While prior work has examined the effects of emotions on consumers' attitudes toward ads, little research explored how joint presence positive and negative affects ad-related outcomes to what extent such ads are common. This leverages recent advances in emotion recognition technology identify based facial expressions actors Super Bowl aired over past five years. We examine happiness—a basic emotion—and sadness, disgust, anger, fear—basic emotions—in these predict USA TODAY Ad Meter scores...

Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can an promotional approach. Across eight studies using both observational experimental data from field lab settings, authors demonstrate experiences of achievement contexts, employ (vs. success) messaging, are more promoting but feminine or...

Abstract Consistent use of a valid measurement approach is essential for producing replicable research, along with the accumulation and integration knowledge. Although gender one most studied constructs in marketing, literature remains muddled regarding gender. In this work, we review extant to outline evolution four main approaches toward conceptualizing measuring Further, systematically common measures consumer research delineate their inherent validity issues impact on welfare. Finally,...

Abstract Prior research on cause‐related marketing (CM) shows that congruencies between for‐profit and nonprofit organizational missions target markets affect consumers' perceptions of the partnership fit, their subsequent response to CM promotions. The current work explores how sizes influence subsequently, attitudes toward efforts. Study 1 consumers perceive a low degree fit small large (relative other configurations). 2 nature donated resources can perceptions, such donations needed goods...