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


  • 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.

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