Linking the Emotional Framing, Emotional Contagion, Self-construal to the Advertising Effectiveness
碩士 === 銘傳大學 === 資訊管理學系碩士班 === 97 === This paper discussed the effect of different “emotional framings” to the advertising effectiveness, the role of “emotional contagion” in this structure, and the effect of the consistency between “self-construal” of consumers and the story line of advertisement to...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/f4s9v3 |