Exploring consumer reactions to incongruent mild disgust appeals

Journal of Marketing Communications

Volumn 14, Issue 4, 2008, Pages 249-269

  Dens, Nathalie ^a   De Pelsmacker, Patrick ^a   Janssens, Wim ^b  

^a UNIVERSITY OF ANTWERP   (Belgium)

^b HASSELT UNIVERSITY   (Belgium)

Author keywords

Affect intensity; Attitude towards the ad; Controversial advertising; Disgust appeals

Indexed keywords

EID: 47949108131     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260802141231     Document Type: Article

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