Is negative affect in advertising general or specific? A comparison of three functional forms

• 1 May 1997
• journal article
• research article
• Published by Wiley in Psychology & Marketing
• Vol. 14  (3) , 223-240
• https://doi.org/10.1002/(sici)1520-6793(199705)14:3<223::aid-mar2>3.0.co;2-d

Abstract

Keywords

• ADS
• PERSUASIVENESS
• FUNCTIONAL FORMS
• TYPE OF NEGATIVE
• TYPES OF NEGATIVE AFFECT