In this paper, we argue and empirically show that the use of dialogs in advertisements can increase preference for the advertised brand. Dialogs should both facilitate ad content processing and appeal to consumers' dialogical self, thus enhancing affective brand response. We also show that the...

In organizations, mandated adoption contexts are the rule rather than the exception. Individuals, who are denied the choice between adopting and rejecting an innovation, are more likely to engage in opposition behavior, particularly if the innovation conflicts with their held beliefs....

Differentiating products by means of novel technical features is an accepted approach to achieving and retaining long-term success. So far, innovation research has treated technical newness as a static concept. In this paper, we introduce a dynamic perspective and enhance the technical newness...