The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising

This study examines the impact of culturally-derived power (i.e., personalized vs. socialized power) on the effectiveness of destination advertising via the moderation of arousal in advertising, by identifying regulatory focus as an underlying mechanism. The findings indicate that high-arousal tourism destination advertisement is more effective for individuals primed with personalized power; low-arousal advertisement is more effective for...