Given the prevalence of imagery appeals in today’s marketplace, the current research studies the role of mental imagery in how consumers process and react to advertisements with different numbers of ad claims. Past research has proposed “three” as the magical number of ad claims that maximizes persuasion, with more than three ad claims increasing skepticism and reducing evaluation. In the current research, we replicate this so-called “charm of three” effect, but only when consumers do not engage in mental imagery; when they do, however, we find that the effect is moderated, in that more ad claims beyond three produces more favorable product evaluation. Additionally, we provide evidence that the moderating effect of mental imagery is driven by transportation and skepticism toward the ad claims, with mental imagery increasing transportation and decreasing skepticism when there are more than three ad claims. Our research contributes to a better understanding of the “charm of three” effect, its boundary conditions, and underlying mechanism. 相似文献
Journal of Child and Family Studies - In this study, we examined the relationship continuity between parent–child relationships and friendships. Based on the theoretical framework of the... 相似文献
Applied Research in Quality of Life - Is the Easterlin paradox lost, or has it been regained? Scholars have started to debate this topic in recent years. This paper explores the association between... 相似文献
Parent–adolescent relationships play an important role in protecting adolescents from depressive symptoms. However, there are no consistent conclusions about the extent to which fathers and mothers uniquely contribute to adolescents’ depressive symptoms. The present study aimed to acquire knowledge in this research area in two ways. First, this study separated the potential impacts of father–child and mother–child relationships on depressive symptoms in Chinese adolescents. Second, this study used a longitudinal design with nationally representative samples from the China Education Panel Survey. A total of 8794 middle school students in grade 7 completed measures of father–adolescent and mother–adolescent relationships, and depressive symptoms twice (T1 and T2; one-year interval). Results indicated that both positive father–adolescent and mother–adolescent relationships had negative effects on depressive symptoms in female adolescents. However, positive father-adolescent, not mother-adolescent, relationships had a negative effect on depressive symptoms in male adolescents. These findings suggest that positive parent–adolescent relationships could reduce early adolescents’ depressive symptoms, but positive father–adolescent and mother–adolescent relationships might have different protective effects on early adolescents’ depressive symptoms among male and female adolescents in China.