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Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers\u2019 attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value\u2013attitude relationship, whereas personal innovativeness negatively moderates the functional value\u2013attitude relationship.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Smartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users\u2019 value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value\u2013attitude link, thus contributing to the emerging literature on wearable technology.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-12-2017-0534","type":"journal-article","created":{"date-parts":[[2019,2,26]],"date-time":"2019-02-26T03:34:27Z","timestamp":1551152067000},"page":"578-602","source":"Crossref","is-referenced-by-count":88,"title":["How functional and emotional ads drive smartwatch adoption"],"prefix":"10.1108","volume":"29","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1565-3130","authenticated-orcid":false,"given":"Nina","family":"Krey","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Stephanie Hui-Wen","family":"Chuah","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"T.","family":"Ramayah","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Philipp A.","family":"Rauschnabel","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"issue":"5","key":"key2020100208000959000_ref001","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1080\/10447318.2017.1357902","article-title":"Factors influencing the adoption of smart wearable devices","volume":"34","year":"2018","journal-title":"International Journal of Human\u2013Computer Interaction"},{"issue":"2","key":"key2020100208000959000_ref002","doi-asserted-by":"crossref","first-page":"204","DOI":"10.1287\/isre.9.2.204","article-title":"A conceptual and operational definition of personal innovativeness in the domain of information technology","volume":"9","year":"1998","journal-title":"Information Systems Research"},{"issue":"4","key":"key2020100208000959000_ref003","doi-asserted-by":"crossref","first-page":"805","DOI":"10.2307\/25148755","article-title":"Influence processes for information technology acceptance: an elaboration likelihood model","volume":"30","year":"2006","journal-title":"MIS Quarterly"},{"key":"key2020100208000959000_ref004","unstructured":"Billington, J. 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