Emotional Advertising Appeals

Bobby J. Calder, Charles L. Gruder

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationCognitive and Affective Responses to Advertising
EditorsPatricia Cafferata, Alice M. Tybout
PublisherLexington Books
StatePublished - 1989

Cite this

Calder, B. J., & Gruder, C. L. (1989). Emotional Advertising Appeals. In P. Cafferata, & A. M. Tybout (Eds.), Cognitive and Affective Responses to Advertising Lexington Books.