Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements
Linwan Wu and Taylor Jing Wen
| Year of publication: |
2019
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|---|---|
| Authors: | Wu, Linwan ; Wen, Taylor Jing |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 2, p. 296-315
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| Subject: | ad-induced affect | affect priming | affect-as-information | Affective persuasion | comparative advertising | context-induced affect | mood management | Werbewirkung | Advertising effects | Emotion | Konsumentenverhalten | Consumer behaviour | Vergleichende Werbung | Comparative advertising | Werbung | Advertising | Werbepsychologie | Psychology of advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1454020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200244