In advertising, a double negative does not equal a positive
Justin W. Gressel, Donal E. Carlston, James L. Oakley
| Year of publication: |
2013
|
|---|---|
| Authors: | Gressel, Justin W. ; Carlston, Donal E. ; Oakley, James L. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 19.2013, 4, p. 470-487
|
| Subject: | comparative advertising | impression formation | negative advertising | valence | Werbung | Advertising | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010198650