Ad Appeal, Product Category, and Brand Strength on Affective Forecasting Biases Effects: Mental Simulation as Moderator
碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 101 === This study intends to explore the effect between ad execution, product category, and brand strength on consumers’ affective forecasting biases, considering the moderating influences of process-focused and outcome-focused mental simulation. The interaction...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/01662794878529037996 |