How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements

Communication Research

Volumn 44, Issue 7, 2017, Pages 1019-1045

  Kim, Sunny Jung ^a   Hancock, Jeffrey T ^b  

^a DARTMOUTH COLLEGE   (United States)

^b STANFORD UNIVERSITY   (United States)

Author keywords

advertising schema; advertorials; Amazon Mechanical Turk; lexical decision tasks; persuasion

Indexed keywords

EID: 85029812879     PISSN: 00936502     EISSN: 15523810     Source Type: Journal    
DOI: 10.1177/0093650216644017     Document Type: Article

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