RT Journal Article
SR Electronic
T1 The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 303
OP 317
DO 10.2501/JAR-2021-002
VO 61
IS 3
A1 Achyut Telang
A1 Debajani Sahoo
A1 S. Sreejesh
A1 Justin Paul
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/3/303.abstract
AB 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.