Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency
Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxi...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-05-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.880330/full |