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The dis-matching effect: How argumentation type and message design influence persuasion for emerging technology products
(2023-08-11)
Emerging technology products, like AI-driven goods or electric vehicles, have the potential to disrupt markets. However, little is still known about how to advance their adoption through advertising. Therefore, we conducted ...
Online recommenders’ anthropomorphism improves user response to hedonic and benefit-based product appeals through the recommenders’ perceived ability to learn
(2023-06-30)
Previous studies reveal the limited effectiveness of benefit-based and hedonic-based product
recommendations provided by online recommenders, and recommender anthropomorphism
is considered a remedy. This paper aims to ...