Congruity between mood and message regulatory focus enhances the effectiveness of anti drinking and driving advertisements : a global versus local processing explanation
Year of publication: |
2015
|
---|---|
Authors: | Sar, Sela ; Anghelcev, George |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 3, p. 421-446
|
Subject: | mood | information processing | social advertising | attitude | behavior | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Emotion | Online-Marketing | Internet marketing |
-
Reijmersdal, Eva A. van, (2015)
-
Methlouthi, Kawther, (2023)
-
Myers, Jun, (2015)
- More ...
-
Sar, Sela, (2011)
-
Anghelcev, George, (2020)
-
The interaction effects of mood and ad appeals on type of elaboration and advertising effectiveness
Wen, Jing, (2017)
- More ...