To gain face or not to lose face: the effect of face message frame on response to public service advertisements
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Advertising"
DOI: 10.1080/02650487.2020.1763090
Abstract: Abstract The current research examines the effect of face message frame on consumers’ response to public service advertisements (PSAs). Results of three experiments show that not-to-lose-face messages are more persuasive than to-gain-face messages in the… read more here.
Keywords: lose face; face message; effect; effect face ... See more keywords