The effect of message appeals and unrealistic optimism on purchase intentions : The case of heart‐disease prevention pills

Autor:	Pornpitakpan, Chanthika, Green, Robert T.
Zdroj:	Asia Pacific Journal of Marketing and Logistics, 2010, Vol. 22, Issue 3, pp. 372-396.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/13555851011062287 Zobrazit plný text záznamu