Effects of the variation of rhetorical ambiguity on advertising persuasion : mediating role of the mental imagery and moderating role of the tolerance to ambiguity
by Mohamed-Nabil Mzoughi, Safa Chaieb, and Karim Garrouch
| Year of publication: |
2023
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|---|---|
| Authors: | Mzoughi, Mohamed-Nabil ; Chaieb, Safa ; Garrouch, Karim |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 45.2023, 3, p. 75-88
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| Subject: | Ambiguity | Rhetoric | Emotion | Mental imagery | Tolerance to ambiguity | Experiment | Werbewirkung | Advertising effects | Entscheidung unter Unsicherheit | Decision under uncertainty | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.15358/0344-1369-2023-3-75 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014340549