The effectiveness of regulatory (in)congruent ads: the moderating role of an ad's rational versus emotional tone

Material TypeArticleLanguageEnglish
TitleThe effectiveness of regulatory (in)congruent ads: the moderating role of an ad's rational versus emotional tone Author(S)Erlinde Cornelis (Author)
Abstract  In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that ...Paginationp397-420
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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