Original paper
Self-imagery and advertising effectiveness: the role of sense of presence
Abstract
The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in...
Paper Details
Title
Self-imagery and advertising effectiveness: the role of sense of presence
Published Date
Sep 20, 2021
Volume
150
Issue
2
Pages
212 - 233
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Notes
History