The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.
Telang et al

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...

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