能力还是热情?广告诉求对消费者品牌认同和购买意向的影响
朱振中, 刘福, Haipeng (Allan) Chen
Warmth or competence? The influence of advertising appeal and self-construal on consumer-brand identification and purchase intention
ZHU Zhenzhong, LIU Fu, Haipeng (Allan) Chen
心理学报
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2020, (3): 357
-370
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DOI: 10.3724/SP.J.1041.2020.00357
