Visual metaphors in ads : the inverted-U effects of incongruity on processing pleasure and ad effectiveness
Praggyan (Pam) Mohanty and S. Ratneshwar
| Year of publication: |
January-June 2016
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| Authors: | Mohanty, Praggyan ; Ratneshwar, Srinivasan |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 22.2016, 3, p. 443-460
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| Subject: | advertising effectiveness | indirect messages | visual figures | visual metaphors | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Visualisierung | Visualization | Werbepsychologie | Psychology of advertising | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2016.1154924 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011532998