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This article examines the advertising effects of celebrity political endorsement (CPE) on young Taiwanese voters' attitudes and voting behaviors. Based on construal-level theory, the moderating effect of consistency between an ad-recommended party and voters' party preferences on different celebrity endorser types is also explored. Experimental results indicate the following: (1) Political messages delivered by political figures, regular citizens, and idols belong to different construal levels; (2) the preference-consistency party (versus the preference-inconsistency party) reduces voters' perceived social distance from the party and causes voters to construe party-related information in lower-level construals; (3) CPE effects are greater than non-CPE effects; and (4) voters respond better to political ads that recommend a preference-inconsistency party using political figure endorsements, and voters respond better to political ads that recommend a preference-consistency party using idol endorsements.

PurposeInaction inertia is the phenomenon in which people are less likely to accept an opportunity after having previously missed a relatively superior one. This research explores how framing quantity promotions as either a freebie (e.g. "buy 1, get 1 free") or a price bundle (e.g. "buy 2, get 50% off") influences inaction inertia. Relevant mediators are also identified.Design/methodology/approachThree experiments, two using imaginary scenarios and one using an incentive-compatible design, test the hypotheses.FindingsConsumers who miss a freebie quantity promotion express higher inaction inertia than consumers who miss a price bundle promotion. The cause of this difference is higher perceived regret and greater devaluation that result from missing a superior freebie (vs price bundle) promotion.Research limitations/implicationsFuture research should examine how factors influencing perceived regret and devaluation moderate the quantity promotional frame effect on inaction inertia.Practical implicationsThe findings provide insights into which quantity promotional frames practitioners should use to reduce inaction inertia.Originality/valueThis study's comprehensive theoretical framework predicts quantity promotional frame effects on inaction inertia and identifies relevant internal mechanisms. The findings are evidence that inaction inertia is caused by both perceived regret and devaluation in certain contexts. Furthermore, this study identifies the conditions in which a price bundle promotional frame is more beneficial than a freebie promotional frame.

PurposeWhen using popular music in advertising, the songs' release period (nostalgia) and the lyrics' relevance to the product are two important characteristics but neglected in previous music‐related studies. The purpose of this paper is to investigate the effects of these two variables on consumers' responses to advertisements.Design/methodology/approachA 2 × 2 experimental design was used to examine the effects of a song's period and the lyrics' relevance. The hypotheses were tested with a structural equation analysis.FindingsPreviously heard old songs have positive ad effects due to evoking consumers' good moods or by generating more favorable nostalgia‐related thoughts. High‐relevance lyrics facilitate the production of favorable ad execution‐related thoughts, which improve ad attitude directly and indirectly through good moods.Research limitations/implicationsOnly undergraduate students are sampled. Further, the experiment focuses solely on music‐dominated ads for low involvement products.Practical implicationsFor advertising targeting the young generation, the use of a popular song released during their childhood can elicit feelings of nostalgia and lead to good moods as well as favorable brand attitudes. Such effects, can be strengthened by high‐relevance lyrics.Originality/valuePlacing a previously heard popular song in a TV ad can evoke nostalgic feelings and generate favorable ad effects even when the product and other ad design elements are not related to nostalgic themes. The persuasion mechanism of nostalgia follows a dual‐route process, in which the cognitive route seems to be more influential than the affective route. The importance of lyrics' relevance is demonstrated to the extent that its impact on brand attitude can exceed that of song's nostalgia.