Are consumers moved by a crying tree or a smiling forest? : effects of anthropomorphic valence and cause acuteness in green advertising
Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee
| Year of publication: |
2022
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|---|---|
| Authors: | Chang, Chun-Tuan ; Lee, Hsiao-Ching ; Lee, Yu-Kang |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 62.2022, 4, p. 367-384
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| Subject: | Werbung | Advertising | Öko-Marketing | Green marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2022-024 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013532002