The effect of hedonic and utilitarian verbal descriptions and pictures on willingness to try an innovation: Do emotions matter?

Author： Chaudhuri Arjun   Micu Camelia Codruta  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.20, Iss.5, 2014-09, pp. : 307-324

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