Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276134 
Year of Publication: 
2021
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 38 [Issue:] 2 [Year:] 2021 [Pages:] 36-45
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
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.
Document Type: 
Article

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