Browsing 2008 Theses (MU) by Title "That drug treats what?: the effect of emotional tone and narrative style on the memory link between brand name and medical condition treated in direct-to-consumer pharmaceutical advertising"
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That drug treats what?: the effect of emotional tone and narrative style on the memory link between brand name and medical condition treated in direct-to-consumer pharmaceutical advertising
(University of Missouri--Columbia, 2008)This study examined how emotional tone and narrative style in direct-to consumer (DTC) pharmaceutical advertising affect the memory link between the brand name advertised and the medical condition treated. For this study, ...