Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior
| Year of publication: |
2012
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| Authors: | Jäger, 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. 34.2012, 1, p. 125-134
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