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This study aims to perform the surface treatment of synthetic α-Fe₂O₃ red iron oxide pigment with hydrolysate 3-aminopropyl silane (A) and colloidal silica (CS) and investigate the effects of surface-treated pigment on the styrene acrylic (SA) emulsion and polyurethane (PU) dispersion.

For this purpose, firstly red iron oxide particles were modified with A and CS separately in an aqueous medium. After isolation of the modified iron oxide were characterized by Fourier transform infrared spectroscopy (FTIR), X-ray photoelectron spectroscopy (XPS) and scanning electron microscopy with energy dispersive spectroscopy (SEM-EDS). Moreover, the degree of the dispersion stability of the modified pigment in coatings with SA emulsion and PU dispersion was investigated by using an oscillation rheometer. Loss (G''), storage (G') modulus, loss factor [tan(δ)] and yield stress (τ⁰) values were determined by performing amplitude and frequency sweep tests.

The τ⁰ in SA coatings decreases with the amount of used A and increases with the amount of used CS. The τ⁰ decreases as the amount of used A and CS in PU coatings increases. The use of CS on red iron oxide pigments causes storage modulus to increase in SA coatings at low angular frequencies, while it causes a decrease in PU coatings.

To the best of the authors’ knowledge, for the first time, the suspended state of the iron oxide hybrid pigment formed with CS in the coating was investigated rheologically in this study.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.