... strengthen generalizability. Additionally, future research may examine other individual differences and emerging advertising technologies to further refine our understanding of forced-exposure tactics. Practical implications Marketers can strategically employ inductive ads by aligning them with app type...

... by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge...