The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
Year of publication: |
March 2016
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Authors: | Septianto, Felix ; Pratiwi, Loren |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 1, p. 171-181
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Subject: | Construal level | Emotional appeal | Cognitive appeal | Persuasion | Advertising | Kognition | Cognition | Emotion | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbepsychologie | Psychology of advertising | Werbung |
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