Congruity between mood and message regulatory focus enhances the effectiveness of anti drinking and driving advertisements : a global versus local processing explanation
Sela Sar and George Anghelcev
| Year of publication: |
2015
|
|---|---|
| Authors: | Sar, Sela ; Anghelcev, George |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 3, p. 421-446
|
| Subject: | mood | information processing | social advertising | attitude | behavior | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Emotion | Kognition | Cognition |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2014.996198 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011546518