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Part of the Business Commons

2020

Exploring the Effect of Shocking Advertising Used by For-profit and Nonprofit Organizations in US and Chinese Consumers, Shuo Yan, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2020

2018

What Happens after You are Shocked? An Investigation of Emotional Response, Brand Attitude, Attitude toward AD and Purchase Intention of Shock Advertising in Chinese Consumers, Shuo Yan, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2018