How the level of personalization affects the effectiveness of personalized ad messages : the moderating role of narcissism
Hyejin Bang, Dongwon Choi, Bartosz W. Wojdynski and Yen-I. Lee
| Year of publication: |
2019
|
|---|---|
| Authors: | Bang, Hye Jin ; Choi, Dongwon ; Wojdynski, Bartosz W. ; Lee, Yen-I. |
| Subject: | advertising effectiveness | narcissism | Personalization | visual attention | Persönlichkeitspsychologie | Personality psychology | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Persönlichkeitsmerkmal | Personality trait | Wahrnehmung | Perception | Werbung | Advertising | Werbepsychologie | Psychology of advertising | Kognition | Cognition |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1590069 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012200370