Albers?Miller, N. D. y Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. https://doi.org/10.1108/07363769910250769
Angulo, F., Pergelova, A. y Rialp, J. (2010). A market segmentation approach for higher education based on rational and emotional factors. Journal of Marketing for Higher Education, 20(1), 1-17. https://doi.org/10.1080/08841241003788029
Barnett White, T. (2005). Consumer Trust and Advice Acceptance: The Moderating Roles of Benevolence, Expertise, and Negative Emotions. Journal of Consumer Psychology, 15(2), 141-148. https://doi.org/10.1207/s15327663jcp1502_6
Berger, P. L. y Luckmann, T. (1966). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Doubleday.
Cannizzo, F. y James, S. (2020). Existential advertising in late modernity: Meaningful work in higher education advertisements. Journal of Sociology, 56(3), 314-332. https://doi.org/10.1177/1440783320950821
Carda?-R?du?a, D.-L. (2024). The Rationality of advertising an Analysis of rational, emotional, integrative and mechanistic advertising. SAECULUM, 58(2), 5-16. https://doi.org/10.2478/saec-2024-0013
Casais, B. y Pereira, A. C. (2021). The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal, 56(3), 282-294. https://doi.org/10.1108/rausp-08-2020-0187
Creswell, J. W. (2007). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (2nd ed.). Sage Publications.
Diel, S. R. y Katsinas, S. (2018). University Advertising and Universality in Messaging. Innovative Higher Education, 43(3), 171-183. https://doi.org/10.1007/s10755-018-9421-7
Ekman, P. (1999). Basic Emotions. En T. Dalgleish y M. J. Power (Eds.), Handbook of Cognition and Emotion (pp. 45-60). John Wiley & Sons. https://doi.org/10.1002/0470013494.ch3
Fritz, A. M. y Smith, A. M. (2024). Marketing higher education on YouTube: a content analysis of college promotional videos. Journal of Marketing for Higher Education, 1-22. https://doi.org/10.1080/08841241.2024.2400088
Gergen, K. J. (1973). Social Psychology as History. Journal of Personality and Social Psychology, 26(2), 309-320. https://doi.org/10.1037/h0034436
Gunina, D., Komárková, L. y P?ibyl, V. (2019). How to attract university applicants: exploring tertiary education advertising patterns in the Czech Republic. Tertiary Education and Management, 25(4), 349-366. https://doi.org/10.1007/s11233-019-09038-9
Harris, M. S. (2009). Message in a Bottle: University Advertising During Bowl Games. Innovative Higher Education, 33(5), 285-296. https://doi.org/10.1007/s10755-008-9085-9
Holbrook, M. B. y Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420. https://doi.org/10.1086/209123
Juhaidi, A., Fitria, A., Hidayati, N. y Saputri, R. A. (2025). Examining factors influencing enrolment intention in Islamic higher education in Indonesia, does Islamic senior high school matter? Social Sciences & Humanities Open, 11, 101243. https://doi.org/10.1016/j.ssaho.2024.101243
Kirk, J. y Miller, M. L. (1986). Reliability and Validity in Qualitative Research. Sage Publications. https://doi.org/10.4135/9781412985659
Kirman, A., Livet, P. y Teschl, M. (2010). Rationality and emotions. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1538), 215-219. https://doi.org/10.1098/rstb.2009.0194
Kittle, B. (2000). Institutional Advertising in Higher Education. Journal of Marketing for Higher Education, 9(4), 37-52. https://doi.org/10.1300/J050v09n04_03
Li, Y., Ashkanasy, N. M. y Ahlstrom, D. (2014). The rationality of emotions: A hybrid process model of decision-making under uncertainty. Asia Pacific Journal of Management, 31(1), 293-308. https://doi.org/10.1007/s10490-012-9341-5
Lincoln, Y. S., Guba, E. G. y Pilotta, J. J. (1985). Naturalistic inquiry: Beverly Hills, CA: Sage Publications, 1985, 416 pp., $25.00 (Cloth). International Journal of Intercultural Relations, 9(4), 438-439. https://doi.org/10.1016/0147-1767(85)90062-8
Maxwell, J. (1992). Understanding and Validity in Qualitative Research. Harvard Educational Review, 62(3), 279-301. https://doi.org/10.17763/haer.62.3.8323320856251826
Mortimer, K. (2005). The Impact of Consumer Involvement on Services Information Search: Is it important or just interesting? Journal of Customer Behaviour, 4(2), 209-226. https://doi.org/10.1362/1475392054797241
Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22(2), 104-113. https://doi.org/10.1108/08876040810862859
Olney, T. J., Holbrook, M. B. y Batra, R. (1991). Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time. Journal of Consumer Research, 17(4), 440-453. https://doi.org/10.1086/208569
Rosenberg, M. J., Hovland, C. I., McGuire, W. J., Abelson, R. P. y Brehm, J. W. (1960). Attitude organization and change: An analysis of consistency among attitude components. (Yales studies in attitude and communication.). Yale University Press.
Song, M., Chen, H., Wang, Y. y Duan, Y. (2024). Can AI fully replace human designers? Matching effects between declared creator types and advertising appeals on tourists’ visit intentions. Journal of Destination Marketing & Management, 32, 100892. https://doi.org/10.1016/j.jdmm.2024.100892
Tran, H.-A., Farrell, A., Evanschitzky, H., Nguyen, B. y Ackfeldt, A.-L. (2024). Using affective content to promote high-involvement services on social media. Journal of Business Research, 179, 114676. https://doi.org/10.1016/j.jbusres.2024.114676
Vaughan, K., Corsi, A. M., Beal, V. y Sharp, B. (2021). Measuring advertising’s effect on mental availability. International Journal of Market Research, 63(5), 665-681. https://doi.org/10.1177/1470785320955095
Wolf, I. y Schröder, T. (2024). The critical role of emotional communication for motivated reasoning. Scientific Reports, 14(1), 31681. https://doi.org/10.1038/s41598-024-81605-6
Yaakop, A. Y., Mahadi, N., Ariffin, Z. Z. y Omar, S. S. (2018). Review of Hierarchy-of-Effects (Hoe) Models and Higher Education Advertising in Malaysia. The Journal of Social Sciences Research, 4(11), 212-219. https://doi.org/10.32861/jssr.411.212.219
Zaben, H. H. y Ahmed, M. B. (2024). A Multi-Modal Study of Persuasive Strategies in Native and Non-Native School Advertisements. Journal of Language Studies, 8(9), 96-120. https://doi.org/10.25130/Lang.8.9.7
Zhang, J. J., Wang, Y. W., Ruan, Q. y Yang, Y. (2024). Digital tourism interpretation content quality: A comparison between AI-generated content and professional-generated content. Tourism Management Perspectives, 53, 101279. https://doi.org/10.1016/j. t mp.2024.101279