Optimizing positive goal framing in advertising : differential consumer responses to new product categories
Yixuan Niu and Baolong Ma
| Year of publication: |
2025
|
|---|---|
| Authors: | Niu, Yixuan ; Ma, Baolong |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 19.2025, 3, p. 442-459
|
| Subject: | Consumer behavior | Digital video advertisements | Goal framing | Incrementally new products | Product newness | Really new products | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | New product development | Werbung | Advertising | Werbewirkung | Advertising effects | Innovation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-12-2023-0436 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015416710