Purpose The purpose of this study is twofold: first to demonstrate the application an algorithm using contextual data ascertain consumer personality traits; and second explore factors impacting relationship between traits advertisement persuasiveness. Design/methodology/approach A mixed-method approach that comprises two distinct yet complementary studies. uses quantitative methods based on a s...

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This paper empirically investigates how the intensity of direct-to-consumer advertising depends on the sales channel, using data from the US mutual fund industry. The empirical analysis exploits the presence of two sales channels within the industry, one where firms sell directly to end consumers and another where firms sell through expert intermediaries. I find that firms in the direct sales c...

Advertising campaigns carried out by firms post-health crises have been well documented in the literature, but the results, in terms of their effectiveness in recovering demand, are mixed. This paper examines the effect of risk-framed message appeal (aimed at reducing uncertainty about a product by elaborating upon new safety controls) on reductions in losses resulting from crises in comparison...

Given the uncertain legal status of generic advertising programs for agricultural commodities, alternative voluntary funding institutions are investigated hat could provide a high level of benefits to producers. This experimental study simulates key economic and psychological factors that affect producer contributions to generic advertising. The results suggests that producer referendum play a ...

edge in terms of costs. In such an environment, a successful company wanting to survive and gain a competitive advantage must provide an acceptable bundle of customized services that satisfy customers’ needs. Despite the Internet’s obvious benefits as a new communication medium—such as targetability, trackability, deliverability, flexibility, and interactivity—Internet advertising gives the sam...