The effect of media, Product and message factors on ad persuasiveness: The role of affect and cognition

Journal of Marketing Communications

Volumn 2, Issue 4, 1996, Pages 201-218

  Chaudhuri, Arjun ^a  

^a FAIRFIELD UNIVERSITY   (United States)

Author keywords

Advertising; Affect; Emotion; Persuasion

Indexed keywords

EID: 3042866952     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272696346051     Document Type: Article

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