To gain face or not to lose face : the effect of face message frame on response to public service advertisements
Hanwei Wang, Hongyu Fu and Yuanyuan Wu
| Year of publication: |
2020
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|---|---|
| Authors: | Wang, Hanwei ; Fu, Hongyu ; Wu, Yuanyuan |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 8, p. 1301-1321
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| Subject: | Face | message framing | public service advertisement | self-construal | Werbewirkung | Advertising effects | Werbung | Advertising | Öffentliche Dienstleistung | Public services | Prospect Theory | Prospect theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1763090 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395656