Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent

Article Abstract:

An examination of whether consumers' evaluations of an advertisement's credibility can enhance, and perceptions of manipulative intent can disrupt, the emotional response intended by the advertiser is presented. The commonly employed emotional tactic, the guilt appeal is also studied and the results suggest that credible guilt advertisements that are not overtly manipulative induce guilt feelings and positive attitudes.

Influence, Product placement

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Explaining consumer acceptance of handheld Internet devices

Article Abstract:

The investigation of technology acceptance model (TAM) in a consumer context that is augmented with a hedonic factor, resulting in c-TAM (the consumer TAM) is reported. The results provide support for c-TAM and insights into the relative roles of its various components, like hedonic, utilitarian and fun aspects, in influencing variables of interest to marketers of consumer Internet devices.

Usage, Internet, Electronic commerce, E-commerce

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