Work

Males’ Responses to Negative-Emotion Advertising Appeals: Effects of Gender Role Socialization and Disposition Toward Rational Thinking

Year: 2014

Type: book-chapter

Source: Developments in marketing science: proceedings of the Academy of Marketing Science

DOI: 10.1007/978-3-319-11845-1_32

Authors: Zhiyong Yang, Laurette Dubé, Zhenfeng Ma

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2246503984

FWCI: 1.726

Cites:

Cited by: 1

Related to: 10