The Effects of Advertisement Framing, Hope and Fear on Consumer’s Goal-directed Behavior
碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 97 === Advertisers frequently use creative appeals in television commercials to elicit consumer attention. In recent years, hope has been omnipresent in marketing contexts. While fear is another powerful appeal used frequently in health and social programs, there ha...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/59952631082218432053 |