Just do it! : why committed consumers react negatively to assertive ads
Year of publication: |
July 2017
|
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Authors: | Zemack-Rugar, Yael ; Moore, Sarah G. ; Fitzsimons, Gavan J. |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 27.2017, 3, p. 287-301
|
Subject: | Advertising | Consumer-brand relationships | Reactance motivation | Guilt | Assertive language | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Werbung | Sprache | Language | Emotion | Motivation | Markenführung | Brand management |
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