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dc.contributor.authorVerhaeghe, Annelies
dc.contributor.authorSchillewaert, Niels
dc.contributor.authorVan Campenhout, R.
dc.contributor.authorHansen, R.
dc.date.accessioned2017-12-02T14:41:44Z
dc.date.available2017-12-02T14:41:44Z
dc.date.issued2010
dc.identifier.isbn9283102401
dc.identifier.urihttp://hdl.handle.net/20.500.12127/3879
dc.description.abstractThis article deals with the ego-other-focus dimension of emotions–referring to the degree to which people see themselves as independent from or interdependent with others– and addresses the question which emotions should be used to promote specific products or to persuade a specific group of people. The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product. However, this interaction effect was only present for extravert and not for introvert respondents. Theoretical and practical implications, together with some future research ideas are suggested.
dc.language.isoen
dc.subjectConsumer Behaviour
dc.titleHealth 2.0 Social media as the central nervous system for learning about epilepsy
vlerick.conferencedate28/02/2010-02/03/2010
vlerick.conferencelocationNew York, United States
vlerick.conferencenameEsomar Global Health Care Conference
vlerick.knowledgedomainMarketing & Sales
vlerick.supervisor
vlerick.typeconfpresConference Proceeding
vlerick.vlerickdepartmentMKT
dc.identifier.vperid140710
dc.identifier.vperid35898
dc.identifier.vperid141203
dc.identifier.vperid79831
dc.identifier.vpubid4417


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