...Joshua T. Coleman; Michael C. Peasley Purpose This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity...

... impact the effectiveness of in-game advertisements. This study aims to investigate the influence of game difficulty on players’ affective response and subsequent memory of in-game ads, which were presented as either gain- or loss-framed messages. Design/methodology/approach Three experiments were...

...Graham Ferguson; Kong Cheen Lau; Ian Phau Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention...

...Songpol Kulviwat; Gordon C. Bruner II; James P. Neelankavil Purpose – This paper aims to examine whether self-efficacy plays an important role in shaping the effect of cognition and affects in high technology adoption. It also examines whether cognition and affect mediate the effect of self...