What’s not to like? Negations in brand messages increase consumer engagement

Todd Pezzuti, James M. Leonhardt

2022Journal of the Academy of Marketing Science21 citationsDOI

Topics & Concepts

NegationAdvertisingPsychologyField (mathematics)BusinessMarketingComputer scienceMathematicsProgramming languagePure mathematicsDigital Communication and LanguageDigital Marketing and Social MediaLanguage, Discourse, Communication Strategies