How Latin Americans respond emotionally to advertising
Jorge Alagón-Cano and Rogelio Puente-Díaz
An appropriate balance between emotions and reason-based arguments is thought to help advertising achieve two important goals: to engage and persuade consumers.
How Latin Americans respond emotionally to advertising
Jorge Alagón-Cano and Rogelio Puente-Díaz
Emotions colour our lives. They play a central role in human experience and influence complex psychological processes, such as perception, memory, attention...
