A dual process perspective on congruent and incongruent placements as an advertising tactic

Claas Christian Germelmann, Jean‐luc Herrmann (), Mathieu Kacha (), Peter Darke and Schapfl Jessica
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Jean‐luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2018-05-23
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Published in Academy of Marketing Science Annual Conference, May 2018, New-Orleans, United States

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