The role of imagination in consumers' processing of visual metaphors in prescription drug advertising
Jeffrey R. Foreman, Meng-Hua Hsieh, and Aditi Grover
| Year of publication: |
2019
|
|---|---|
| Authors: | Foreman, Jeffrey R. ; Hsieh, Meng-Hua ; Grover, Aditi |
| Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 36.2019, 3, p. 169-185
|
| Subject: | Fusion | imagination | juxtaposition | prescription drug advertising | visual metaphors | Werbung | Advertising | Arzneimittel | Pharmaceuticals | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/07359683.2019.1618006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200137