Do resonant advertisements resonate with consumers? : the interaction of wordplay, regulatory focus, and need for cognition and its impact on persuasion
Year of publication: |
March 2017
|
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Authors: | Choi, Jieun ; Taylor, Charles Raymond ; Lee, Doo-Hee |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 57.2017, 1, p. 82-93
|
Subject: | Werbewirkung | Advertising effects | Kognition | Cognition | Werbepsychologie | Psychology of advertising | Persönlichkeitspsychologie | Personality psychology | Konsumentenverhalten | Consumer behaviour |
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