Humor effects in shame-inducing health issue advertising : the moderating effects of fear of negative evaluation
Hye Jin Yoon
| Year of publication: |
2015
|
|---|---|
| Authors: | Yoon, Hye Jin |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 44.2015, 2, p. 126-139
|
| Subject: | Social Marketing | Social marketing | Gesundheitsmarketing | Health care marketing | Humor | Konsumentenverhalten | Consumer behaviour | Werbepsychologie | Psychology of advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011292325