Understanding schema incongruity as process in advertising : review and future recommendations
Hye Jin Yoon
| Year of publication: |
2013
|
|---|---|
| Authors: | Yoon, Hye Jin |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 19.2013, 5, p. 360-376
|
| Subject: | schema incongruity theory | optimal stimulation theory | process model of incongruity | congnitive processing | effective advertising strategies | Theorie | Theory | Werbeplanung | Advertising planning | Werbung | Advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010227708