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The Effects of Context Congruence On Ad Persuasiveness in e-Magazines

It Serves My Motive, And I Distinguish the Advertisement

Achyut Telang, Debajani Sahoo, S. Sreejesh, Justin Paul
DOI: 10.2501/JAR-2021-002 Published 1 September 2021
Achyut Telang
ICFAI Business School (IBS), Hyderabad,
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  • For correspondence: achyutktelang@gmail.com
Debajani Sahoo
ICFAI Business School (IBS), Hyderabad,
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  • For correspondence: debajanis1@yahoo.co.in
S. Sreejesh
Indian Institute of Management Kozhikode (IIMK), Kerala,
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  • For correspondence: sreejeshs@iimk.ac.in
Justin Paul
University of Puerto Rico Graduate School of Business,
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  • For correspondence: profjust@gmail.com
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Abstract

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.

  • Received August 19, 2019.
  • Received (in revised form) April 12, 2020.
  • Accepted May 15, 2020.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 3

Journal of Advertising Research: 61 (3)
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The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
Achyut Telang, Debajani Sahoo, S. Sreejesh, Justin Paul
Journal of Advertising Research Sep 2021, 61 (3) 303-317; DOI: 10.2501/JAR-2021-002

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The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
Achyut Telang, Debajani Sahoo, S. Sreejesh, Justin Paul
Journal of Advertising Research Sep 2021, 61 (3) 303-317; DOI: 10.2501/JAR-2021-002
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