The role of rational and emotional appeals on website promotion
The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the t...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/7874 |