PT  - JOURNAL ARTICLE
AU  - Achyut Telang
AU  - Debajani Sahoo
AU  - S. Sreejesh
AU  - Justin Paul
TI  - The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
AID  - 10.2501/JAR-2021-002
DP  - 2021 Sep 01
TA  - Journal of Advertising Research
PG  - 303--317
VI  - 61
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/61/3/303.short
4100  - http://www.journalofadvertisingresearch.com/content/61/3/303.full
SO  - J Advert Res2021 Sep 01; 61
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.