Comparisons and advertising: The route from comparisons to effective advertising

Journal of Business and Psychology

Volumn 21, Issue 1, 2006, Pages 23-44

  Lin, Chien Huang ^a,b   Tsai, Chia Ching ^b  

^a NATIONAL CENTRAL UNIVERSITY   (Taiwan)

^b I SHOU UNIVERSITY   (Taiwan)

Author keywords

Comparative model; Comparative patterns; Social comparison; Temporal self comparisons; The effectiveness of advertising

Indexed keywords

EID: 33747873316     PISSN: 08893268     EISSN: None     Source Type: Journal    
DOI: 10.1007/s10869-005-9016-z     Document Type: Article

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