Highlights•Mental simulation and mental imagery evoked by ad visuals enhance ad
effectiveness.•Multi-sensory stimulation in ad copy enhances actual taste …

Highly visual global advertising is deployed by many advertisers and yet there are few
studies in the literature that help explain variations in visual advertising interpretations and …

Music is so ubiquitous that it can be easy to overlook the powerful influence it exerts in so
many areas of our lives-from birth, through childhood, to old age. The Social and Applied …

While extant research suggests that olfactory and musical stimuli can influence individuals'
perceptions and behaviors, the combined or interactive effects of these environmental cues …

This article introduces a dual entertainment path model that integrates insights from media
entertainment and transportation theory to show how links between entertainment motives …

As a form of political communication, political advertising is both celebrated and reviled.
Over the past five decades, since its first appearance in campaigns in the 1950s, political …

Gaining consumers' attention and generating favorable attitudes are two key advertising
objectives. Using two experiments in an on-line environment, we consider the effects of the …

Despite the power of VR in immersing viewers in an experience, it generally only targets
viewers via visual and auditory cues. Human beings use more senses to gather information …

This research provides a review and analysis of empirical studies focusing upon cognitive
and affective response to music in advertising. It draws together an apparently disparate …

Store design involuntarily affects consumer's thoughts and behaviors. Retailers use color
and material to project a certain visual, modifying the environmental perceptions of a …