Effects of fear-arousing and humorous appeals in social marketing advertising : the moderating role of prior attitude toward the advertised behavior
Year of publication: |
2013
|
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Authors: | Jäger, Tilmann ; Eisend, Martin |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 34.2013, 1, p. 125-134
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Subject: | Werbewirkung | Advertising effects | Social Marketing | Social marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Humor |
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