Imagination matters : do consumers' imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?

Seung Yun Lee, Sunho Jung, Han Young Jung, Sung Tae Choi and Sangdo Oh

Year of publication:	2019
Authors:	Lee, Seung Yun ; Jung, Sunho ; Jung, Han Young ; Choi, Sung Tae ; Oh, Sangdo
Subject:	advertising \| brand evaluation \| imagery processing \| Metaphor \| regulatory focus \| Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Werbung \| Advertising \| Markenimage \| Brand image \| Werbepsychologie \| Psychology of advertising \| Markenführung \| Brand management \| Markenartikel \| Brand \| Emotion

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