Message framing and the effectiveness of DTC advertising : the moderating role of subjective product knowledge
Year of publication: |
2010
|
---|---|
Authors: | Kim, Kenneth A. ; Park, Jin Seong |
Published in: |
Journal of medical marketing : device, diagnostic and pharmaceutical marketing. - London [u.a.] : Sage, ISSN 1745-7904, ZDB-ID 2189085-7. - Vol. 10.2010, 2, p. 165-176
|
Subject: | Werbung | Advertising | Werbewirkung | Advertising effects | Prospect Theory | Prospect theory | Konsumentenverhalten | Consumer behaviour |
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