Consumer Reactions to Animal And Human Models in Print Ads: How Animals and People in Ads Influence the Purchase-Decision Journey
Yes === For decades, animals have been widely used in advertisements, and yet little is known about the effects on consumer reactions along the entire purchase decision process. This study disentangles the effects of using animal stimuli in isolation or jointly with a human model in print advertisem...
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| Language: | en |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10454/17064 |