Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity
Published Online:12 Jan 2009https://doi.org/10.1287/mksc.1080.0460
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Volume 28, Issue 5
September-October 2009
Pages 809-1007
Article Information
Supplemental Material
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Information
- Received:October 31, 2007
- Accepted:August 25, 2008
- Published Online:January 12, 2009
Copyright © 2009, INFORMS
Cite as
Xiaojing Yang, Robert E. Smith, (2009) Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity. Marketing Science 28(5):935-949.
https://doi.org/10.1287/mksc.1080.0460
Keywords
