TY - JOUR T1 - The Effects of Context Congruence On Ad Persuasiveness in e-Magazines JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2021-002 SP - JAR-2021-002 AU - ACHYUT TELANG AU - DEBAJANI SAHOO AU - SREEJESH S. AU - JUSTIN PAUL Y1 - 2021/03/01 UR - http://www.journalofadvertisingresearch.com/content/early/2021/02/25/JAR-2021-002.abstract N2 - 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. This issue is explored through three between-subjects experimental studies: in Study 1, the causal role of advertisement-context congruence on advertisement persuasion and the conditional role of consumer motive as a chronic characteristic; in Study 2, consumer motive as a situational aspect and the mediating role of felt involvement; and in Study 3, generalizability, using a diverse sample. The insights generated enrich the understanding of the various conditions and mechanisms that create advertisement persuasion in e-magazines to create better advertisement effectiveness. ER -