Is the Beauty Best? Antecedences of Negative Affect for Highly Attractive Model in Advertising

碩士 === 國立臺灣科技大學 === 企業管理系 === 91 === The literature indicated that negative affect from compare with high attractive model will be negative related to model expertise and product argument. The negative affect will extend to product evaluations and intensions. The study focuses on the antecedent vari...

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Bibliographic Details
Main Authors: Min-Yueh, Yang, 楊茗月
Other Authors: 林孟彥
Format: Others
Language:zh-TW
Published: 2003
Online Access:http://ndltd.ncl.edu.tw/handle/67033093533145886926

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