Responsiveness to affective appeals in public service advertising: the moderating and mediating roles of gender, age, and ad-evoked emotions

  • Wai Piu Cheung

    Student thesis: Master's Thesis


    Please refer to the "Abstract & TOC" file on the right side
    Date of Award1999
    Original languageEnglish

    User-Defined Keywords

    • Advertising
    • Public service
    • Persuasion (Psychology)
    • Social marketing

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