When verbal metaphors become more persuasive : the interplay between goal orientation of ad claims and metaphor
Year of publication: |
2022
|
---|---|
Authors: | Ahn, Hongmin ; Yim, Mark Yi-Cheon ; Sung, Yongjun |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 3, p. 541-562
|
Subject: | experiment | information processing | regulatory focus | Verbal metaphor |
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