Research on advertising research reported by scientists at University of Nevada.

Marketing Weekly News | November 14, 2009 | Copyright

"Based on a real-world field study of 21 sponsored promotional events (more specifically, sponsored fashion shows) (n = 535), we provide a self-congruity theory-based model explaining the role of mall shoppers' self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity with the event is a key influencer of promotion effectiveness," researchers in the United States report.

"Specifically, we show that (1) more expertise with the sponsor affects self-congruity with the sponsor; (2) in turn, self-congruity with the promotional event ...

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