Chinese Viewers' Perception of Informative and Emotional Advertising
- 1 January 1996
- journal article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 15 (2) , 152-166
- https://doi.org/10.1080/02650487.1996.11104644
Abstract
No abstract availableThis publication has 6 references indexed in Scilit:
- Cognitive and affective components of Aad in a low motivation processing setPsychology & Marketing, 1995
- Affective Responses Mediating Acceptance of AdvertisingJournal of Consumer Research, 1986
- The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing ExplanationsJournal of Marketing Research, 1986
- Attitude toward the AD as a Mediator of Consumer Brand ChoiceJournal of Advertising, 1981
- An Analysis of Information Content in Television AdvertisingJournal of Marketing, 1977
- A multidimensional set of rating scales for television commercials.Journal of Applied Psychology, 1970