view that advertising is persuasive. -- Persuasion ; Advertising ; Contract Choice ; Home Equity Lending …We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions …

indistinguishable contingencies. Sender benefits from re-framing if this enhances persuasion possibilities or makes persuasion …

This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal … test for the fitness of the proposed model.The fi ndings from the study revealed that two out of four advertising appeals … marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote …

Firms invest significantly in advertising with the intent of influencing consumers favorably towards their goods. Along … with advertising, word of mouth also plays an important role in shaping consumer opinion about a firm's goods. In many … than positive ones). This research analyzes the impact of such word of mouth behaviors on a firm's advertising strategies …

Product advertising captures the attention not only of consumers but also of investors. Constructing a measure of local … investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising … increases significantly for both local and non-local companies that air commercials. Non-local firms with high advertising …

Although social advertising has grown to be one of the major online advertising channels in recent years, its … informational social influence and normative social influence in social advertising. We find evidence that informational influence … liking rate. Our results provide rich implications for advertisers and social media platforms in designing social advertising …