Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness
This research examines whether different hand-holding appeals (verbal hand vs. visual hand with product directly vs. visual hand with product indirectly) in food advertising affects product evaluation. The product type (vice vs. virtue) was tested as the moderator. The contamination effect is found as the underlying mechanism.
Chun-Tuan Chang, Xing-Yu (Marcos) Chu, Chun-Chen Tsai, and Dickson Tok (2018) ,"Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 505-506.
Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University
NA - Advances in Consumer Research Volume 46 | 2018
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