๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Narrative ads: The effect of argument strength and story format

โœ Scribed by Lien, Nai-Hwa; Chen, Yi-Ling

Book ID
122477438
Publisher
Elsevier Science
Year
2013
Tongue
English
Weight
274 KB
Volume
66
Category
Article
ISSN
0148-2963

No coin nor oath required. For personal study only.

๐Ÿ“œ SIMILAR VOLUMES

The moderating effect of manipulative in
The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads
โœ Daniel Wentzel; Torsten Tomczak; Andreas Herrmann ๐Ÿ“‚ Article ๐Ÿ“… 2010 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 113 KB

## Abstract This research examines how salience of manipulative intent affects the evaluation of ads that are presented in a narrative or expository format. Study 1 shows that when manipulative intent is not salient, narrative ads are evaluated more positively than expository ads because they trigg