A guide to graphic design for functional versus experiential ads : color-evoked emotion and design complexity can enhance effectiveness
Yuanyuan Zhu, Tina Tessitore, Paul Harrigan, Kristof Coussement
| Year of publication: |
2023
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|---|---|
| Authors: | Zhu, Yuanyuan ; Tessitore, Tina ; Harrigan, Paul ; Coussement, Kristof |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 1, p. 81-104
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| Subject: | advertisement | experiential advertisement | PAD emotion | design complexity | affect infusion | processing fluency | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2023-002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014283829