Details

Autor(en) / Beteiligte

• Strelow, Enrique
• Talke, Katrin
• Heitmann, Mark

Titel

On the Potential of Dialogs in Advertising

Ist Teil von

• Marketing Review St. Gallen, 2021, Vol.38 (2), p.36-45

Ort / Verlag

St.Gallen: Thexis Verlag

Erscheinungsjahr

2021

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• In this paper, we argue and empirically show that the use of dialogs in advertisements can increase preference for the advertised brand. Dialogs should both facilitate ad content processing and appeal to consumers' dialogical self, thus enhancing affective brand response. We also show that the effect is amplified when dialogs are embedded in a story.