Staying in the middle or avoiding extremes? : a test of the effect of rating scale length in advertising research with Chinese consumers
Cong Li, Gunwoo Yoon, John Petit
| Year of publication: |
2020
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|---|---|
| Authors: | Li, Cong ; Yoon, Gunwoo ; Petit, John |
| Published in: |
International journal of market research. - Thousand Oaks, CA : Sage Publishing, ISSN 2515-2173, ZDB-ID 2066720-6. - Vol. 62.2020, 4, p. 418-431
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| Subject: | advertising in Asia | advertising in China | attitude toward the ad | Confucianism | purchase intention | scale length | China | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Marktforschung | Market research | Konfuzianismus | Asien | Asia |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470785319895156 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012308942