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An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis (CROSBI ID 62264)

Prilog u knjizi | izvorni znanstveni rad | međunarodna recenzija

Bušljeta Banks, Ivana ; De Pelsmacker, Patrick An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis // Advances in Advertising Research (Vol. IV) / Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro (ur.). Wiesbaden: Springer, 2013. str. 299-312 doi: 10.1007/978-3-658-02365-2_23

Podaci o odgovornosti

Bušljeta Banks, Ivana ; De Pelsmacker, Patrick

engleski

An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis

Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder, 1985) or to enhance the credibility of the claim (Areni, 2002).

Purchase Intention Uncertainty Avoidance Television Advertising Rational Appeal Emotional Appeal

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Podaci o prilogu

299-312.

objavljeno

10.1007/978-3-658-02365-2_23

Podaci o knjizi

Advances in Advertising Research (Vol. IV)

Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro

Wiesbaden: Springer

2013.

978-3-658-02364-5

1869-6929

1869-6937

Povezanost rada

Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)

Poveznice