Showing 1 - 10 of 22
Persistent link: https://www.econbiz.de/10011300082
Persistent link: https://www.econbiz.de/10011487068
Persistent link: https://www.econbiz.de/10011407091
Persistent link: https://www.econbiz.de/10012802165
Persistent link: https://www.econbiz.de/10011629333
Persistent link: https://www.econbiz.de/10012156676
Persistent link: https://www.econbiz.de/10011868874
Persistent link: https://www.econbiz.de/10014482869
We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...
Persistent link: https://www.econbiz.de/10012036751
Persistent link: https://www.econbiz.de/10014549471