When comparative ads are more effective: Fit with...

Journal of Economic Psychology 2013 / 10 Vol. 38

When comparative ads are more effective: Fit with audience’s regulatory mode

Pierro, Antonio, Giacomantonio, Mauro, Pica, Gennaro, Mannetti, Lucia, Kruglanski, Arie W., Tory Higgins, E.
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Volume:
38
Language:
english
Journal:
Journal of Economic Psychology
DOI:
10.1016/j.joep.2012.10.006
Date:
October, 2013
File:
PDF, 547 KB
english, 2013
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