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The effectiveness of regulatory (in)congruent ads: the moderating role of an ad's rational versus emotional tone
Cornelis, Erlinde, Adams, Leen, Cauberghe, VerolineVolume:
31
Year:
2012
Language:
english
Journal:
International Journal of Advertising
DOI:
10.2501/ija-31-2-397-420
File:
PDF, 719 KB
english, 2012