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. https://doi.org/10.1108/IJBM-07-2019-0249
|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.
|International Journal of Bank Marketing
|Digital Object Identifier (DOI)
|23 Dec 2019
|Publication process dates
|09 Nov 2019
|27 Nov 2019
|Accepted author manuscript
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