Stay positive or go negative? : memory imperfections and messaging strategy
Xiaolin Li, Raghunath Singh Rao, Om Narasimhan, Xing Gao
| Year of publication: |
2022
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|---|---|
| Authors: | Li, Xiaolin ; Rao, Raghunath Singh ; Narasimhan, Om ; Gao, Xing |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 4, p. 1127-1149
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| Subject: | Political advertising | Memory models | Persuasion | Game theory | Spieltheorie | Werbung | Advertising | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2022.01.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013471073