Browsing Management & Marketing by Subject "Persuasion"
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Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
(2021 , Article)In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different ... -
From Elicitation to Persuasion: Assessing the Structure and Effectiveness of Differential Emotions in Anti-Drunk-Driving Campaigns
( Taylor & Francis , 2017 , Article)In this paper, we test whether the DES III structure of emotions as described by Izard (1977) can be found in self-report data collected in the context of a campaign to deter drunk driving. Indeed, when exposed to a shocking ...