Electronic word of mouth about smoking cessation: effects of valence, extremity and appeal

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusPublished - 7 Apr 2011
EventAmerican Academy of Advertising - Mesa, AZ, United States
Duration: 7 Apr 201110 Apr 2011

Conference

ConferenceAmerican Academy of Advertising
CountryUnited States
CityMesa, AZ
Period7/04/1110/04/11

Keywords

  • word of mouth
  • smoking cessation
  • valence

Cite this

Eckler, P. (2011). Electronic word of mouth about smoking cessation: effects of valence, extremity and appeal. Paper presented at American Academy of Advertising, Mesa, AZ, United States.