Anthropomorphised Message Framing and Political Ideology on Advertisement Evaluation and Willingness to Purchase
Political ideology has an influence on consumption behaviour. It is certainly influencing how the consumer perceives information from the advertisement. Marketers are trying to exploit this area to further increase consumers' purchase intent (e.g., hereafter: willingness to purchase [WTP]). A s...
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| Format: | Others |
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Auckland University of Technology,
2021-11-01T00:35:04Z.
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| Online Access: | Get fulltext |