When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude

Elisabeth Wolfsteiner, Marion Garaus

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Article number101981
JournalTelematics and Informatics
Volume81
DOIs
Publication statusPublished - Jun 2023

Keywords

  • Advertising slogans
  • Brand attitude
  • Manipulative intent
  • Media multitasking
  • Persuasion knowledge model

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