scholarly journals Effects of Message Framing on the Advertising Effectiveness: -Moderating Role of Regulatory Focus and Product Type-

2010 ◽  
Vol 10 (8) ◽  
pp. 177-185 ◽  
Author(s):  
Sung-Jae Kim ◽  
Ming-Ji Yu
Keyword(s):  
Regulatory Focus ◽  
Message Framing ◽  
Product Type ◽  
Advertising Effectiveness ◽  
Moderating Role

The Effect of Consumer Concern for the Environment, Self-Regulatory Focus and Message Framing on Green Advertising Effectiveness: An Eye Tracking Study

2021 ◽  
pp. 1-29
Author(s):  
Diego Gómez-Carmona ◽  
Francisco Muñoz-Leiva ◽  
Francisco Liébana-Cabanillas ◽  
Ana Nieto-Ruiz ◽  
Myriam Martínez-Fiestas ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Regulatory Focus ◽  
Message Framing ◽  
Advertising Effectiveness ◽  
Green Advertising
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