Purpose: The purpose of this paper is to examine the effect of a competition mind-set on persuasion. Specifically, this research examined the effect of a fit between a competition mind-set and messages on the persuasive effectiveness. Design/methodology/approach: Participants were randomly...

Once a product has been evaluated for use, the circumstances can change and it must be reevaluated for use at a different time. Four experiments investigated processes underlying these reevaluations. Participants received information about a product that had implications for both desirability...

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was...