Open AccessWhen and Why Negative Emotional Appeals Work in Advertising: A Review of Research
Author(s) -
Mingjing Zheng
Publication year - 2020
Publication title -
open journal of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2327-5960
pISSN - 2327-5952
DOI - 10.4236/jss.2020.83002
Subject(s) - sadness , cognitive dissonance , anger , psychology , social psychology , appeal to emotion , elaboration likelihood model , empirical research , work (physics) , cognition , advertising , political science , engineering , mechanical engineering , business , philosophy , epistemology , neuroscience , appeal , persuasion , law