Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products
Year of publication: |
2007
|
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Authors: | Drolet, Aimee ; Williams, Patti ; Lau-Gesk, Loraine |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 18.2007, 4, p. 211-221
|
Subject: | Konsumentenverhalten | Consumer behaviour | Ältere Menschen | Elderly people | Marketingmanagement | Marketing management |
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