Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements
Year of publication: |
2019
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Authors: | Wu, Linwan ; Wen, Taylor Jing |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 2, p. 296-315
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Subject: | ad-induced affect | affect priming | affect-as-information | Affective persuasion | comparative advertising | context-induced affect | mood management | Werbewirkung | Advertising effects | Emotion | Vergleichende Werbung | Comparative advertising | Konsumentenverhalten | Consumer behaviour | Werbepsychologie | Psychology of advertising |
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