Advertising effectiveness when a minority model is featured: audience polarized reaction according to the context

Sondes Zouaghi (), Salim Azar (), Leïla Elgaaïed () and Olfa Ben Arfa
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Sondes Zouaghi: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Date: 2017-11-23
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Published in 16ème journée de recherche normandes sur la consommation, Nov 2017, Le havre, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03978153

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