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SCOPUS
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor
Ahn, Hongmin; Yim, Mark Yi-Cheon; Sung, Yongjun
Article
Issue Date
2022
Citation
INTERNATIONAL JOURNAL OF ADVERTISING, v.41, no.3, pp.541 - 562
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
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Ahn, Hongmin
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Yim, Mark Yi-Cheon
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Sung, Yong jun
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ADVERTISEMENTS
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COMPATIBILITY
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experiment
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FIT
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information processing
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PREVENTION
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PROCESSING FLUENCY
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PROMOTION
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