Determinants of consumer attitudes toward prosocial products : a focus on the communication of love (vs. pride, hope, and compassion) within advertisements
by Heribert Gierl
| Year of publication: |
2023
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|---|---|
| Authors: | Gierl, Heribert |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 45.2023, 1, p. 4-29
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| Subject: | Broaden-and-built theory | Emotional-appraisal theory | Positive emotions | Prosocial behavior | Emotion | Konsumentenverhalten | Consumer behaviour | Soziales Verhalten | Social behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014280965