Positive versus negative comparison in advertisements : the affect priming perspective
Linwan Wua and Taylor Jing Wen
| Year of publication: |
2019
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|---|---|
| Authors: | Wu, Linwan ; Wen, Taylor Jing |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 7, p. 1009-1027
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| Subject: | affect priming | affective states | comparative advertising | comparison valence | Vergleich | Comparison | Emotion | Werbung | Advertising | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2019.1612497 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179087