Utilizing gain and loss message framing for consumers : a Machiavellian perspective
Year of publication: |
2024
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Authors: | Gala, Prachi ; Blair, James ; Lunde, Matthew |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 34.2024, 3, p. 305-324
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Subject: | attitudes | consumer behavior | intention to recommend | Machiavellianism | message framing | Konsumentenverhalten | Consumer behaviour | Prospect Theory | Prospect theory | Werbewirkung | Advertising effects |
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