The Emotional Appealing of Advertising to The Less Happiness Consumers－A Gratification Theory Approach
碩士 === 國立中正大學 === 企業管理所 === 93 === This research uses cash card television commercial as the experiment stimuli to study the effect of emotional/rational advertisement appeals on consumers with different degree of happiness. The uses and gratification theory was the underlying theory that threads th...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/52983345879288646307 |