Sponsorship is a significant element of today's marketing communication. Nevertheless, managers and researchers lack of systematic and integrative understanding of key factors …
With social media becoming the primary channel for travelers to acquire travel-related information, tourism service providers are increasingly partnering with social media …
The seventh edition of this field-leading textbook provides an accessible and rigorous presentation of major theories of persuasion and their applications to a variety of real-world …
The eighth edition of this text remains an indispensable resource for mass communication psychology and media effects courses. This book gives readers an in-depth understanding …
M Eisend, J Plagemann, J Sollwedel - Journal of advertising, 2014 - Taylor & Francis
The advertising literature includes extensive research on the occurrence and effects of gender-role portrayals in advertising. None of these studies has examined the ways in which …
Though fear appeals have largely been the default emotional appeal to motivate prosocial behaviors, research indicates that other emotionally charged messages, like those using …
RL Nabi - Health communication, 2015 - Taylor & Francis
Overwhelmingly, the literature on the persuasive influence of emotions has focused on individual emotions, fear in particular, though some recent attention has been given to mixed …
This book is an application of relevance theory, a cognitive pragmatics theory of human communication, to different types of humorous discourse (jokes, stand-up monologues …
Consumers regularly experience humor while buying and using products, procuring services, and engaging in various consumption experiences, whether watching a movie or …