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- aggregation classification "A1".
- aggregation creator B505795.
- aggregation creator person.
- aggregation creator person.
- aggregation date "2012".
- aggregation format "application/pdf".
- aggregation hasFormat 1046071.bibtex.
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- aggregation isPartOf urn:issn:0265-0487.
- aggregation language "eng".
- aggregation rights "I have transferred the copyright for this publication to the publisher".
- aggregation subject "Social Sciences".
- aggregation title "The effectiveness of regulatory (in)congruent ads: the moderating role of an ad’s rational versus emotional tone".
- aggregation abstract "In a 2 (ad tone: emotional versus rational) x 2 (ad's regulatory focus: prevention versus promotion) x 2 (viewer's self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that, in the case of a rational ad, regulatory congruence (versus incongruence) effects were found (though only for prevention focused people), whereas in the case of an emotional ad, regulatory incongruence (versus congruence) effects were found (though only for promotion focused people).".
- aggregation authorList BK848358.
- aggregation endPage "420".
- aggregation issue "2".
- aggregation startPage "397".
- aggregation volume "31".
- aggregation aggregates 1046074.
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- aggregation similarTo IJA-31-2-397-420.
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