Werbemittelbedingte Wirkungen der Werbeskepsis : theoretische Erklärung und empirische Untersuchung

Aachen / Publikationsserver der RWTH Aachen University (2013) [Dissertation / PhD Thesis]

Page(s): CXXXV, 199 S. : graph. Darst. + 1 CD-ROM

Abstract

This dissertation analyzes the effect of skepticism towards advertising with respect to different advertising designs (emotional vs. informative advertising) and the moderating effect of involvement.

Authors

Authors

van Loo, Sebastian

Advisors

Steffenhagen, Hartwig

Identifier

  • URN: urn:nbn:de:hbz:82-opus-44994
  • REPORT NUMBER: RWTH-CONV-143540