Table of contents
More fluency of the mental imagery, more effective?
Li-Keng Cheng, Chung-Lin ToungFear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear…
599
Religiosity, idealism, and ethical consumption: the mediating effect of perceived customer effectiveness and moral obligation
Abdallah Alsaad, Abdulazeez Y.H. Saif-Alyousfi, Hamzah ElrehailThe cognitive processes through which religiosity and idealism affect ethical consumption have received little attention in prior research. This study aims to explore the…
981
Moving towards healthy: cuing food healthiness and appeal
Moty Amar, Yaniv Gvili, Aner TalThis paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting…
780
ISSN:
2042-6763Online date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Ann-Marie Kennedy