THE IMPACT OF MESSAGE FRAMING WITH ADVERTISING APPEALS ON CONSUMER ATTITUDES AND BRAND CHOICE
An advertisement is meant to persuade consumers by using different message framing (gain or loss) within advertising themes also known as appeals, broadly classified into rational and emotional appeals. Previous research has studied the impact of either message framing or advertising appeals on cons...
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| Format: | Others |
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OpenSIUC
2019
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| Online Access: | https://opensiuc.lib.siu.edu/dissertations/1707 https://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=2711&context=dissertations |