Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience
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DOI: 10.1080/13527266.2018.1461125
Abstract: Abstract Consumers may be reminded of life mortality by some life events and media content. Mortality salience as a contextual factor has not been sufficiently investigated in the existing literature of advertising. The present research… read more here.
Keywords: mortality salience; mortality; beauty influences; moral beauty ... See more keywords