Work

When consumers have difficulty understanding ads: How technical language lowers purchase intention

Year: 2023

Type: article

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.2244

Authors: Jiayao Liu, Xinyue Hong, Zhixing Zheng, Jianan Zhong

Institution: Zhejiang University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4386545239

FWCI: 3.688

Cites: 70

Cited by: 14

Related to: 10