Pub Date : 2022-04-05DOI: 10.1080/10496491.2022.2060411
Hung-Che Wu, Ya-Yuan Chang
Abstract This study aims to examine the relationships between the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. The study findings are based on structural equation modeling of a convenience sample of 557 tourists purchasing travel products using triple stimulus vouchers in the Taipei Tourism Expo, indicating that the proposed model fits the data. The analysis results contribute to the services marketing theory by providing additional insights into the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. These findings are discussed in terms of both academic and practitioner implications.
{"title":"What Drives Experiential Outcomes? The Case of Triple Stimulus Vouchers","authors":"Hung-Che Wu, Ya-Yuan Chang","doi":"10.1080/10496491.2022.2060411","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060411","url":null,"abstract":"Abstract This study aims to examine the relationships between the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. The study findings are based on structural equation modeling of a convenience sample of 557 tourists purchasing travel products using triple stimulus vouchers in the Taipei Tourism Expo, indicating that the proposed model fits the data. The analysis results contribute to the services marketing theory by providing additional insights into the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. These findings are discussed in terms of both academic and practitioner implications.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1198 - 1228"},"PeriodicalIF":0.0,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48785714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-05DOI: 10.1080/10496491.2022.2060412
Chun Yang, Ruobing Li
Abstract To examine the impact of accented service on service communication outcomes, drawing on theoretical framework of stereotypes, a 2 (accent: Indian vs. American) × 2 (product type: stereotype associated vs. no stereotype) online experiment was conducted with 164 participants. Findings suggested that among those who strongly endorsed the positive stereotype associated with the accent, when the stereotype was activated, accented service resulted in favorable perceptions of the service employee and the service. This pattern did not hold for those who held weak beliefs of the positive stereotype. These findings extended the literature on accent and service communication by demonstrating the moderating role of stereotypes, which help explain the inconsistency in the literature. The identified positive impact of accented services also provides practical implications to practitioners.
{"title":"A Double-Edged Sword? – the Impact of Foreign Accents on Service Communication Outcomes","authors":"Chun Yang, Ruobing Li","doi":"10.1080/10496491.2022.2060412","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060412","url":null,"abstract":"Abstract To examine the impact of accented service on service communication outcomes, drawing on theoretical framework of stereotypes, a 2 (accent: Indian vs. American) × 2 (product type: stereotype associated vs. no stereotype) online experiment was conducted with 164 participants. Findings suggested that among those who strongly endorsed the positive stereotype associated with the accent, when the stereotype was activated, accented service resulted in favorable perceptions of the service employee and the service. This pattern did not hold for those who held weak beliefs of the positive stereotype. These findings extended the literature on accent and service communication by demonstrating the moderating role of stereotypes, which help explain the inconsistency in the literature. The identified positive impact of accented services also provides practical implications to practitioners.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1190 - 1211"},"PeriodicalIF":0.0,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44390390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10496491.2022.2054900
R. Mostafa, Tamara Kasamani
Abstract Social selling is a prominent marketing strategy in this digitalization era. Thus, this research aims to inspect the moderating role of social media use in the relationship between selling skills (salesmanship, technical, active empathetic listening (AEL), and emotional intelligence (EI) skills) and selling behaviors (cross/up and adaptive selling behaviors). A sample of 185 respondents was collected from salespeople in Lebanon using a questionnaire, and data were analyzed with structural equation modeling (SEM) using AMOS graphics 24. The outcomes revealed that salesmanship, technical, AEL, and EI skills drive adaptive and cross/up-selling behaviors. In addition, social media use enhances the relationship between salespeople selling skills and behaviors. Finally, this research suggests key insights into the social selling context and offers guidelines to marketing managers on how to execute an effective social selling strategy.
{"title":"The Effect of Salespeople Skills on Selling Behaviors: The Moderating Role of Social Media","authors":"R. Mostafa, Tamara Kasamani","doi":"10.1080/10496491.2022.2054900","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054900","url":null,"abstract":"Abstract Social selling is a prominent marketing strategy in this digitalization era. Thus, this research aims to inspect the moderating role of social media use in the relationship between selling skills (salesmanship, technical, active empathetic listening (AEL), and emotional intelligence (EI) skills) and selling behaviors (cross/up and adaptive selling behaviors). A sample of 185 respondents was collected from salespeople in Lebanon using a questionnaire, and data were analyzed with structural equation modeling (SEM) using AMOS graphics 24. The outcomes revealed that salesmanship, technical, AEL, and EI skills drive adaptive and cross/up-selling behaviors. In addition, social media use enhances the relationship between salespeople selling skills and behaviors. Finally, this research suggests key insights into the social selling context and offers guidelines to marketing managers on how to execute an effective social selling strategy.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"961 - 993"},"PeriodicalIF":0.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42447130","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-28DOI: 10.1080/10496491.2022.2054905
Jeremy J. Sierra, M. Hyman, A. Turri
Abstract Although relevant to the study of consumer responses to advertising, researchers have largely overlooked the effect of positive psychology’s mindsets, such as belief in good luck, happiness, and flourishing, on attitude-toward-advertising-in-general (AG). Two path models tested with 247 U.S. adults (Study #1) and 680 U.S. undergraduate students (Study #2) explore these AG mindset antecedents. Study #1 shows (1) a direct positive effect between belief in good luck and flourishing, (2) belief in good luck indirectly influences flourishing through life satisfaction and happiness, and (3) flourishing relates positively to AG. Study #2, a self-replication-with-extension, shows (1) flourishing alone relates positively to AG, and (2) flourishing serves as a mediator between the studied mindsets and AG. Thus, it behooves advertisers to run promotional campaigns that encourage a flourishing mindset among consumers.
{"title":"Positive Psychology’s Mindset Precursors of Attitude-toward-Advertising-in-General","authors":"Jeremy J. Sierra, M. Hyman, A. Turri","doi":"10.1080/10496491.2022.2054905","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054905","url":null,"abstract":"Abstract Although relevant to the study of consumer responses to advertising, researchers have largely overlooked the effect of positive psychology’s mindsets, such as belief in good luck, happiness, and flourishing, on attitude-toward-advertising-in-general (AG). Two path models tested with 247 U.S. adults (Study #1) and 680 U.S. undergraduate students (Study #2) explore these AG mindset antecedents. Study #1 shows (1) a direct positive effect between belief in good luck and flourishing, (2) belief in good luck indirectly influences flourishing through life satisfaction and happiness, and (3) flourishing relates positively to AG. Study #2, a self-replication-with-extension, shows (1) flourishing alone relates positively to AG, and (2) flourishing serves as a mediator between the studied mindsets and AG. Thus, it behooves advertisers to run promotional campaigns that encourage a flourishing mindset among consumers.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1019 - 1054"},"PeriodicalIF":0.0,"publicationDate":"2022-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44632427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-28DOI: 10.1080/10496491.2022.2054901
Jing Yang, J. Mundel, P. Huddleston, B. Behe
Abstract When evaluating products, consumers rely on cues to infer characteristics such as perceived value and quality. The availability of intrinsic and extrinsic cues to aid in the decision-making process is limited when shopping online, given that consumers rely on website descriptions about the product, limiting opportunities for personal visual inspection. Potted plants are a unique area of study for marketers given that these products often have minimal branding (extrinsic) cues, resulting in heightened examination of intrinsic cues such as the overall plant health. When shopping for minimally branded products online, a hedonic web shopping environment might be able to provide consumers with extrinsic attributes to help compensate for the lack of physical interaction with the product. This current study investigated the effects of hedonic/utilitarian presentation of minimally branded products (e.g., live potted plants) on consumers’ willingness to pay and purchase intention. A 2 (retail brand: hedonic vs. utilitarian) x 3 (product presentation: hedonic vs. utilitarian vs. both) between-subject experiment was conducted. Results showed that hedonic presentation of minimally branded products has potential to positively influence consumers’ purchase intention and willingness to pay. Managerial implications and future research are also discussed.
{"title":"The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online","authors":"Jing Yang, J. Mundel, P. Huddleston, B. Behe","doi":"10.1080/10496491.2022.2054901","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054901","url":null,"abstract":"Abstract When evaluating products, consumers rely on cues to infer characteristics such as perceived value and quality. The availability of intrinsic and extrinsic cues to aid in the decision-making process is limited when shopping online, given that consumers rely on website descriptions about the product, limiting opportunities for personal visual inspection. Potted plants are a unique area of study for marketers given that these products often have minimal branding (extrinsic) cues, resulting in heightened examination of intrinsic cues such as the overall plant health. When shopping for minimally branded products online, a hedonic web shopping environment might be able to provide consumers with extrinsic attributes to help compensate for the lack of physical interaction with the product. This current study investigated the effects of hedonic/utilitarian presentation of minimally branded products (e.g., live potted plants) on consumers’ willingness to pay and purchase intention. A 2 (retail brand: hedonic vs. utilitarian) x 3 (product presentation: hedonic vs. utilitarian vs. both) between-subject experiment was conducted. Results showed that hedonic presentation of minimally branded products has potential to positively influence consumers’ purchase intention and willingness to pay. Managerial implications and future research are also discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1077 - 1106"},"PeriodicalIF":0.0,"publicationDate":"2022-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48923025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-28DOI: 10.1080/10496491.2022.2054902
Maysam Shafiee Roodposhti, Kiandokht Behrang, Hadi Kamali, Babak Rezadoost
Abstract Since a large amount of food industry advertising budget is spent on advertising media, it is necessary to ensure the appropriateness of the media program to choose the media more effectively. One of the factors in evaluating advertising media is efficiency. Considering the various indices affecting the efficiency of advertising media, this study uses the DEMATEL technique to investigate the relationship between these indices and the DEA to evaluate and rank the efficiency of them. The DEA (Data Envelopment Analysis) is a mathematical technique that calculates the efficiency of multiple decision-making units based on multiple inputs and outputs. The DEMATEL (Decision Making Trial and Evaluation Laboratory) technique is used to construct an influential network relation map to indicate the relationship among criteria. The results indicate that newspapers, magazines, radio, internet, and social networking sites, outdoor advertising, and television are the most efficient advertising media in the food industry, respectively.
由于食品行业大量的广告预算都花费在广告媒体上，因此要保证媒体方案的适当性，才能更有效地选择媒体。评价广告媒介的一个因素是效率。考虑到影响广告媒体效率的各种指标，本研究采用DEMATEL技术研究这些指标与DEA之间的关系，对广告媒体的效率进行评价和排序。DEA(数据包络分析)是一种计算基于多个输入和输出的多个决策单元效率的数学技术。采用DEMATEL (Decision Making Trial and Evaluation Laboratory)技术构建影响网络关系图，以表示准则之间的关系。结果表明，报纸、杂志、广播、互联网和社交网站、户外广告和电视分别是食品行业最有效的广告媒体。
{"title":"An Evaluation of the Advertising Media Function Using DEA and DEMATEL","authors":"Maysam Shafiee Roodposhti, Kiandokht Behrang, Hadi Kamali, Babak Rezadoost","doi":"10.1080/10496491.2022.2054902","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054902","url":null,"abstract":"Abstract Since a large amount of food industry advertising budget is spent on advertising media, it is necessary to ensure the appropriateness of the media program to choose the media more effectively. One of the factors in evaluating advertising media is efficiency. Considering the various indices affecting the efficiency of advertising media, this study uses the DEMATEL technique to investigate the relationship between these indices and the DEA to evaluate and rank the efficiency of them. The DEA (Data Envelopment Analysis) is a mathematical technique that calculates the efficiency of multiple decision-making units based on multiple inputs and outputs. The DEMATEL (Decision Making Trial and Evaluation Laboratory) technique is used to construct an influential network relation map to indicate the relationship among criteria. The results indicate that newspapers, magazines, radio, internet, and social networking sites, outdoor advertising, and television are the most efficient advertising media in the food industry, respectively.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"923 - 943"},"PeriodicalIF":0.0,"publicationDate":"2022-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46744001","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-27DOI: 10.1080/10496491.2022.2054904
Guolan Yang
Abstract This study involved a 2 (image type: funny meme vs. serious image) × 2 (level of bandwagon cues: high vs. low) between-subjects online experiment (N = 258). Statistical results showed that using Internet memes was more effective than using serious images in the setting of brand-related Twitter posts. Specifically, when this study’s participants perceived the deployed meme to be humorous, they evidenced positive attitudes toward the post and greater intention to share the post on social media. Furthermore, bandwagon cues were found to moderate the meme effect on persuasion through perceived humor. Participants’ humor perception was enhanced when exposed to a meme post featuring a large number of replies, retweets, and likes (i.e., a high level of bandwagon cues). An unexpected outcome that emerged from the data was that funny memes had a negative impact on brand recall through humor perception. This study’s exploration of funny memes as humor stimuli within the context of social media adds to the literature on humor communications in marketing, as well as illustrates the importance of bandwagon effects for humor persuasion.
{"title":"Using Funny Memes for Social Media Marketing: The Moderating Role of Bandwagon Cues","authors":"Guolan Yang","doi":"10.1080/10496491.2022.2054904","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054904","url":null,"abstract":"Abstract This study involved a 2 (image type: funny meme vs. serious image) × 2 (level of bandwagon cues: high vs. low) between-subjects online experiment (N = 258). Statistical results showed that using Internet memes was more effective than using serious images in the setting of brand-related Twitter posts. Specifically, when this study’s participants perceived the deployed meme to be humorous, they evidenced positive attitudes toward the post and greater intention to share the post on social media. Furthermore, bandwagon cues were found to moderate the meme effect on persuasion through perceived humor. Participants’ humor perception was enhanced when exposed to a meme post featuring a large number of replies, retweets, and likes (i.e., a high level of bandwagon cues). An unexpected outcome that emerged from the data was that funny memes had a negative impact on brand recall through humor perception. This study’s exploration of funny memes as humor stimuli within the context of social media adds to the literature on humor communications in marketing, as well as illustrates the importance of bandwagon effects for humor persuasion.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"944 - 960"},"PeriodicalIF":0.0,"publicationDate":"2022-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47748430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-27DOI: 10.1080/10496491.2022.2054899
I. Ju, Hyunmin Lee, B. Sherrick
Abstract This study examines how the language clarity and visual prominence of disclosures about native advertising impact consumer responses to native advertising. Drawing on the persuasion knowledge model’s (PKM) change of meaning principle and the covert advertising recognition and effects (CARE) model, an experiment with 600 U.S. adult internet users shows that (a) use of “advertisement” (vs. “brand voice”) strengthens perceived sponsorship transparency and subsequent advertising evaluations, (b) perceived sponsorship transparency transforms the negative indirect effect of use of “advertisement” (vs. “brand voice”) to positive, and (c) this positive indirect effect is enhanced during high prominence disclosure. In short, if consumers see clear and conspicuous ad disclosure for native advertising, they infer the advertiser’s credibility, but this perception can improve persuasive effectiveness if the advertiser is seen as transparent. The theoretical, managerial, and social implications are discussed.
{"title":"Consumer Responses to Covert Marketing Communications: A Case of Native Advertising Disclosure in News Contexts","authors":"I. Ju, Hyunmin Lee, B. Sherrick","doi":"10.1080/10496491.2022.2054899","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054899","url":null,"abstract":"Abstract This study examines how the language clarity and visual prominence of disclosures about native advertising impact consumer responses to native advertising. Drawing on the persuasion knowledge model’s (PKM) change of meaning principle and the covert advertising recognition and effects (CARE) model, an experiment with 600 U.S. adult internet users shows that (a) use of “advertisement” (vs. “brand voice”) strengthens perceived sponsorship transparency and subsequent advertising evaluations, (b) perceived sponsorship transparency transforms the negative indirect effect of use of “advertisement” (vs. “brand voice”) to positive, and (c) this positive indirect effect is enhanced during high prominence disclosure. In short, if consumers see clear and conspicuous ad disclosure for native advertising, they infer the advertiser’s credibility, but this perception can improve persuasive effectiveness if the advertiser is seen as transparent. The theoretical, managerial, and social implications are discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1107 - 1128"},"PeriodicalIF":0.0,"publicationDate":"2022-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44853800","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-02DOI: 10.1136/ebnurs-2021-103492
Sumeeta Kapoor, Shaminder Singh
{"title":"Providing individualised nursing care can improve the experiences and health outcomes of sepsis patients with learning disability.","authors":"Sumeeta Kapoor, Shaminder Singh","doi":"10.1136/ebnurs-2021-103492","DOIUrl":"10.1136/ebnurs-2021-103492","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"23 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76248617","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-31DOI: 10.1080/10496491.2021.2015511
Ruoxue Wang, Yan Huang
Abstract A 2 (Ad Format: 360-degree video ad vs. standard video ad) × 2 (Narrative Structure: Narrative vs. Non-narrative) between subject experiment (N = 119) was conducted online to investigate the combinatory effects of ad format, narrative structure, and need for cognition on product intentions. Results showed the 360-degree video ad elicited lower information seeking intention, lower tryout intention, and lower purchase intention compared with a standard video ad. The flow experience mediated the relationship between the ad format and product intentions. In addition, narrative structure moderated the relationship between the ad format and the information seeking intention. Lastly, a three-way interaction among the ad format, narrative structure, and need for cognition on information seeking intention was detected. Theoretical and practical implications were discussed.
{"title":"How Do Narrative Structure and Format Influence a 360 Degree Video Ad?","authors":"Ruoxue Wang, Yan Huang","doi":"10.1080/10496491.2021.2015511","DOIUrl":"https://doi.org/10.1080/10496491.2021.2015511","url":null,"abstract":"Abstract A 2 (Ad Format: 360-degree video ad vs. standard video ad) × 2 (Narrative Structure: Narrative vs. Non-narrative) between subject experiment (N = 119) was conducted online to investigate the combinatory effects of ad format, narrative structure, and need for cognition on product intentions. Results showed the 360-degree video ad elicited lower information seeking intention, lower tryout intention, and lower purchase intention compared with a standard video ad. The flow experience mediated the relationship between the ad format and product intentions. In addition, narrative structure moderated the relationship between the ad format and the information seeking intention. Lastly, a three-way interaction among the ad format, narrative structure, and need for cognition on information seeking intention was detected. Theoretical and practical implications were discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"774 - 794"},"PeriodicalIF":0.0,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44919274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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