Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior
Year of publication: |
2013
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Authors: | Jger, Tilmann ; Eisend, Martin |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 11397767. - Vol. 34.2013, 1 (1.2.), p. 125-134
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