Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral...

Purpose – The study presented in this paper is intended to assist the decision‐making process in Romanian higher education institutions on topics such as market structure analysis, market segmentation, positioning of the specializations, and the cannibalization between them....

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency....