Werbemittelbedingte Wirkungen der Werbeskepsis : theoretische Erklärung und empirische Untersuchung

• Consumer skepticism towards informative and emotional advertising : theoretical explanation and empirical investigation

van Loo, Sebastian; Steffenhagen, Hartwig (Thesis advisor)

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

Aachen, Techn. Hochsch., Diss., 2013

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.

Institutions

• Chair of Marketing [812310]