Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students

Journal of Advertising Research

Volumn 43, Issue 3, 2003, Pages 268-280

  Dahl, Darren W ^a   Frankenberger, Kristina D ^b   Manchanda, Rajesh V ^c  

^a UNIVERSITY OF BRITISH COLUMBIA   (Canada)

^b WESTERN OREGON UNIVERSITY   (United States)

^c UNIVERSITY OF MANITOBA   (Canada)

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EID: 33644829662     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.1017/S0021849903030332     Document Type: Article

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