Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students
| Year of publication: |
2003
|
|---|---|
| Authors: | DAHL, DARREN W. ; FRANKENBERGER, KRISTINA D. ; MANCHANDA, RAJESH V. |
| Published in: |
Journal of Advertising Research. - Cambridge University Press. - Vol. 43.2003, 03, p. 268-280
|
| Publisher: |
Cambridge University Press |
| Description of contents: | Abstract [journals.cambridge.org] |