How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers
Czarnecka, B. and Mogaji, E. (2019). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing.
|Authors||Czarnecka, B. and Mogaji, E.|
Purpose: This study examined the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising.
|Journal||International Journal of Bank Marketing|
|Publication process dates|
|Accepted||09 Nov 2019|
|Deposited||27 Nov 2019|
|Accepted author manuscript|
CC BY 4.0
File Access Level
Accepted author manuscript
2views this month
0downloads this month