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San Diego State University

Fowler College of
Business Administration

Intellectual Contribution

Title
The effectiveness of regulatory (in)congruent ads: The moderating role of the ad’s rational versus emotional tone
Author(s)
Cornelis, E., Cauberghe, V., Pelsmacker, P. D.
Type of Research
Peer-Reviewed Journal Articles
Date Published
2012, Before July
Contribution Type
Discipline-based scholarship (basic research)
Contribution Category
A
Points
12
Publication Title
International Journal of Advertising
Volume(s)
31
Edition
2
Page Number(s)
397-420