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How Warmth Appeal Affects Persuasion: The Moderating Role of Brand Concepts
In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers’ inferences and behavioral intentions stemming from warmth appeals in advertising are moderated b...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9007165/ https://www.ncbi.nlm.nih.gov/pubmed/35432143 http://dx.doi.org/10.3389/fpsyg.2022.831373 |