Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior

✍ Scribed by Jäger, Tilmann; Eisend, Martin

• Book ID: 126961952
• Publisher: Informa UK (Taylor & Francis)
• Year: 2013
• Tongue: English
• Weight: 114 KB
• Volume: 34
• Category: Article
• ISSN: 1064-1734
• DOI: 10.1080/10641734.2013.754718