The influence of high-/low-context culture on perceived ad complexity and liking
Jos Hornikx and Rob le Pair
| Year of publication: |
2017
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|---|---|
| Authors: | Hornikx, Jos ; Pair, Rob le |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 30.2017, 4, p. 228-237
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| Subject: | Advertising | complexity | comprehension | context theory | visual metaphors | Werbung | Komplexe Systeme | Complex systems | Konsumentenverhalten | Consumer behaviour | Komplexitätsmanagement | Complexity management | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Kognition | Cognition | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2017.1296985 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011779456