Effect of Paradoxical Advertising on Negativity Bias
We examined a) if a paradoxical ad produces more positive evaluations as compared to the promotional ad, b) if product negativity with social value influences the evaluation of a paradoxical ad vs. promotional ad, and c) if attitude negativity toward the product induces a boomerang effect of a paradoxical ad.
Jihye Park (2014) ,"Effect of Paradoxical Advertising on Negativity Bias", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 803-803.
Jihye Park, Hankuk University of Foreign Studies
NA - Advances in Consumer Research Volume 42 | 2014
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