Bobby J. Calder, Charles L. Gruder
Research output: Chapter in Book/Report/Conference proceeding › Chapter
Emotional Advertising Appeals. / Calder, Bobby J.; Gruder, Charles L.
TY - CHAP
T1 - Emotional Advertising Appeals
AU - Calder, Bobby J.
AU - Gruder, Charles L.
PY - 1989
Y1 - 1989
M3 - Chapter
BT - Cognitive and Affective Responses to Advertising
A2 - Cafferata, Patricia
A2 - Tybout, Alice M.
PB - Lexington Books