Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans
Abstract
In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The...
Paper Details
Title
Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans
Published Date
Aug 29, 2017
Journal
Volume
46
Issue
4
Pages
550 - 564
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