The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
Felix Septianto, Loren Pratiwi
| Year of publication: |
March 2016
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|---|---|
| Authors: | Septianto, Felix ; Pratiwi, Loren |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 1, p. 171-181
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| Subject: | Construal level | Emotional appeal | Cognitive appeal | Persuasion | Advertising | Werbewirkung | Advertising effects | Kognition | Cognition | Emotion | Werbung | Konsumentenverhalten | Consumer behaviour | Werbepsychologie | Psychology of advertising | Emotionale Werbung | Emotional branding |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-014-9324-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011445982