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Keywords: Advertising appeal
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Journal Articles
The infinite monkey theorem in AIGC advertising: matching effects between AI disclosure and advertising appeals on consumer advertising avoidance intention
Available to Purchase
Journal of Research in Interactive Marketing 1–20.
Published: 10 October 2025
... disclosing AI as the ad creator influences consumers' advertising avoidance. This study investigates the matching effects between AI creator disclosure and advertising appeals (emotional vs. rational) on advertising avoidance intention. It further explores the psychological mechanisms and brand-related...
Includes: Supplementary data
Journal Articles
Display advertising: the role of context and advertising appeals from a resistance perspective
Available to Purchase
Journal of Research in Interactive Marketing (2024) 18 (2): 198–219.
Published: 04 April 2023
... this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking...
