Tailoring Advertisements for the Generation 50+: The role of Activity and Modesty for Selfverification

Research output: Contribution to book/conference proceedings/anthology/report › Conference contribution › Contributed

Contributors

Details

Original languageEnglish
Title of host publicationProceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
EditorsLeroy Robinson, Jr.
Pages156–160
Publication statusPublished - 2009
Peer-reviewedNo

Publication series

SeriesProceedings of the Academy of Marketing Science
ISSN2363-6165

External IDs

researchoutputwizard legacy.publication#28208
Scopus 85145026736

Keywords

Keywords

  • Generation 50+, advertisement, Kontrolle der Werbewirkung