Regulatory focus and attribute framing: Evidence of compatibility effects in advertising

Hui Fei Lin, Fuyuan Shen*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

37 Citations (Scopus)
Original languageEnglish
JournalInternational Journal of Advertising
Volume31
Issue number1
Publication statusPublished - 2012
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Marketing

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