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~isPartOf:"Journal of promotion management : JPM"
~person:"Mohanty, Praggyan"
~type_genre:"Aufsatz in Zeitschrift"
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Visual metaphors in ads : the inverted-U effects of incongruity on processing pleasure and ad effectiveness
Mohanty, Praggyan
;
Ratneshwar, Srinivasan
- In:
Journal of promotion management : JPM
22
(
2016
)
3
,
pp. 443-460
Persistent link: https://www.econbiz.de/10011532998
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