검색결과

검색조건
좁혀보기
검색필터
결과 내 재검색

간행물

    분야

      발행연도

      -

        검색결과 2

        2.
        2018.07 구독 인증기관·개인회원 무료
        Two experimental studies examine the effect of morality metaphors in advertising on consumer indulgence. The results of Experiment 1 provide evidence to suggest that consumer rebelliousness mediates the effect of morality metaphors on indulgent consumption, with Experiment 2 providing further evidence of the rebelliousness process underlying the immorality-indulgence effect.