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San Diego State University

Fowler College of
Business Administration

Intellectual Contribution

Title
The effectiveness of regulatory (in)congruency: The moderating role of the message’s rationality versus emotionality.
Author(s)
Cornelis, E., Adams, L., Cauberghe, V.
Type of Research
Peer-Reviewed Paper Presentations
Date Published
2010, Before July
Contribution Type
Contribution Category
D
Points
4
Location
The 9th International Conference on Research in Advertising (ICORIA), June 25th-26th 2010, Madrid, Spain