The power of emotional appeals in advertising : the influence of concrete versus abstract affect on time-dependent decisions
Year of publication: |
2010
|
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Authors: | Bülbül, Cenk ; Menon, Geeta |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 50.2010, 2, p. 169-180
|
Subject: | Werbewirkung | Advertising effects | Emotion | Entscheidung | Decision |
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