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Keywords: Consumption imagery fluency
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (10): 2199–2231.
Published: 09 September 2024
...Hsuan-Hsuan Ku; Fong-Yi Su Purpose Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation. Design...
