Emotional Appeal And Incentive Offering In Banner Advertisements
'Frank' Tian Xie Drexel UniversityNaveen DonthuGeorgia State UniversityRitu Lohtia Georgia State UniversityTalai Osmonbekov University of Southern Mississippi
Introduction
Banner...
Emotional Appeal and Incentive Offering in Banner Advertisements
This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness.
