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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