The Impact of Regulatory Focus on Effectiveness of Two-sided Comparative Advertising
碩士 === 臺灣大學 === 商學研究所 === 98 === Florack et al. (2009) demonstrated regulatory focus moderated two-sided claims on product evaluation in noncomparative advertising. The regulatory focus theory defined two kinds of individuals in promotion focus and prevention focus. Promotion-focused individuals ar...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/71974499888207989889 |