Enhancing Persuasive Potential of Narrative Advertisements by Reducing Reactance
- Author(s)
- Matthias Glaser
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Publication date
- 2019
- Austrian Fields of Science 2012
- 502019 Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/20a58aae-d6c3-4579-aab7-a55d3618577d