Unmasking the pivotal role of ad-target ethnic congruence in driving consumers' response to fear appeals

Arash Talebi, Sourjo Mukherjee, Gopal Das

Year of publication:	2024
Authors:	Talebi, Arash ; Mukherjee, Sourjo ; Das, Gopal
Subject:	advertising \| arousal \| emotions \| ethnic congruence \| experiments \| fear appeals \| Werbewirkung \| Advertising effects \| Konsumentenverhalten \| Consumer behaviour \| Emotion \| Ethnische Gruppe \| Ethnic group \| Angst \| Anxiety \| Werbung \| Advertising \| Experiment

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