... (cyclical vs linear) generates better advertising effectiveness, as mediated by different temporal selves. Findings The results show that for tourists with a cyclical temporal perspective, nostalgic advertising exerts stronger advertising effectiveness via increasing desire to connect with the past...

... only Moreover, the existing literature delineates two primary mechanisms through which metaphors enhance advertising effectiveness, as systematically reviewed by Septianto et al. (2022) . Firstly, imagery processing, rooted in sensorimotor perceptions activated by the sensory system...

... influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions...