To gain a more comprehensive view to non-institutional investment behavior, this study develops and tests a set of hypotheses linking self-congruence, risk profile and investment experience with
Past research demonstrated that waiting time satisfaction has a positive effect on service evaluation. However, where many services consist of multiple stages, few studies consider an evaluation of
This paper aims at investigating the influence of an individual trait, the Sexual Sensation Seeking trait (Kalichman et al, 1994), on consumer responses to sexual ads with varying levels of sexual
The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still
