Services dominated by maximal versus minimal-self contexts: Verbal versus visual cues in services advertising

Nancy Spears, Audhesh K. Paswan, Marlene Kahla

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)65-76
Number of pages12
JournalJournal of Current Issues and Research in Advertising
Issue number2
StatePublished - 2006
Externally publishedYes

ASJC Scopus Subject Areas

  • Marketing

Cite this