Just do it! : why committed consumers react negatively to assertive ads
Yael Zemack-Rugar, Sarah G. Moore, Gavan J. Fitzsimons
| Year of publication: |
July 2017
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| Authors: | Zemack-Rugar, Yael ; Moore, Sarah G. ; Fitzsimons, Gavan J. |
| Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 27.2017, 3, p. 287-301
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| Subject: | Advertising | Consumer-brand relationships | Reactance motivation | Guilt | Assertive language | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects | Werbung | Persönlichkeitspsychologie | Personality psychology | Sprache | Language | Emotion | Motivation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jcps.2017.01.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011739795