Unmasking the pivotal role of ad-target ethnic congruence in driving consumers' response to fear appeals
Year of publication: |
2024
|
---|---|
Authors: | Talebi, Arash ; Mukherjee, Sourjo ; Das, Gopal |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 6, p. 1346-1362
|
Subject: | advertising | arousal | emotions | ethnic congruence | experiments | fear appeals | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Emotion | Ethnische Gruppe | Ethnic group | Angst | Anxiety | Werbung | Advertising |
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