MANAGEMENT SLANT
- Goal-oriented consumers develop high advertisement persuasion when exposed to an advertisement that is congruent with the context.
- Consumer felt involvement with the advertisement mediates the interaction effect of Advertisement-Context Congruence × Consumer Motive on advertisement persuasion.
- Exposure of goal-directed consumers to a congruent advertisement creates heightened levels of felt involvement and, in turn, develops high advertisement persuasion when they are exposed to a strong message argument.
- Exposure of experiential consumers to an incongruent advertisement creates heightened levels of felt involvement and, in turn, develops high advertisement persuasion when they...