Positive versus negative comparison in advertisements : the affect priming perspective

Linwan Wua and Taylor Jing Wen

Year of publication:	2019
Authors:	Wu, Linwan ; Wen, Taylor Jing
Published in:	Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 7, p. 1009-1027
Subject:	affect priming \| affective states \| comparative advertising \| comparison valence \| Vergleich \| Comparison \| Werbung \| Advertising \| Konsumentenverhalten \| Consumer behaviour \| Emotion \| Vergleichende Werbung \| Comparative advertising \| Werbewirkung \| Advertising effects \| Experiment

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