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Communicating Benefits and Threats? : An Experimental Study on the Effectiveness of Two-Sided Messages for Advertising In-Store Technologies

Title data

Souka, Mohamed ; Bilstein, Nicola ; Decker, Reinhold:
Communicating Benefits and Threats? : An Experimental Study on the Effectiveness of Two-Sided Messages for Advertising In-Store Technologies.
In: Proceedings of the 50th European Marketing Academy (EMAC) Conference. - Madrid, Spanien , 2021

Further data

Item Type: Article in a book
Refereed: Yes
Additional notes: (A2021-94735)
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VIII - Marketing and Services Management
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Result of work at the UBT: No
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 31 May 2022 12:34
Last Modified: 31 May 2022 12:34
URI: https://eref.uni-bayreuth.de/id/eprint/69844