The Effects of Fit between Service Types and Advertising Appeals on Attitude toward Service -The Role of Need for Cognition
碩士 === 國立高雄大學 === 經營管理研究所 === 103 === Some researchers pointed out that the emotional appeal in advertising has more positive effects on the consumer attitude toward the advertisements than non-emotional/rational appeal in advertising. However, based on the perspective of regulatory fit theory, this...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/th28bv |