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The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes and purchase intentions in multiple‐ad and multiple‐brand environments.

A total of 165 usable data (54 percent female, mean age=36.2) were collected from an experiment conducted in North America.

The findings revealed that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad. Our findings also indicated that information about a competing ad and brand is processed comparatively and that evaluations of the competing ad and brand negatively influence evaluations of a focal ad and brand.

Important theoretical contributions of this study are that ad affect is an important determinant in the formation of ad attitude and it can be incorporated into the dual mediation model to explain the effects of advertising on consumer behavior. Our research also challenges the dual mediation model by incorporating competition into the model. Managerial implications of these results were discussed.

This study aims to identify the attitudes of Chinese residents towards tourists and tourism development. Based on periods of observation, temporary residency and several visits for more than a decade, and supplemented by data collected from 478 residents, the study examines to what extent the rural villagers identify the tourism induced changes as being an outcome of official Chinese policies. The villages, Xidi, Hongcun and Nanping, are three heritage villages in Anhui Province and represent appropriate case studies for such an examination due to their differing histories of tourism administrative procedures. Findings contribute to scholarly knowledge by putting pro-poor tourism and community participation under scrutiny in Chinese context. A change of residents’ perceptions towards tourism could potentially be consequential for tourists’ experience and the sustainability of tourism development, particularly in emerging rural destinations.