More is not necessarily better : an inverted U-shaped relationship between positively framed attributes and advertising effectiveness
Yongge Niu, Zhuzhu Feng and Yixuan Niu
| Year of publication: |
2023
|
|---|---|
| Authors: | Niu, Yongge ; Feng, Zhuzhu ; Niu, Yixuan |
| Subject: | Attribute framing | Consumer response | Optimum stimulation level theory | Product newness | Too-much-of-a-good-thing effect | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-03-2022-0109 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014313481