The Effectiveness of Affect: An Exploration of Narrative Rationality, Customer Personality, and Ad Effectiveness

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Keywords	narrative advertising, ad effectiveness, narrative rationality, customer personality, need for cognition, narrative preference, storytelling
Thesis Advisor	De Raaf, Daan, Boksem, Maarten
Persistent URL	hdl.handle.net/2105/57964
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Keizer, Demi. (2021). The Effectiveness of Affect: An Exploration of Narrative Rationality, Customer Personality, and Ad Effectiveness. In Marketing Management.http://hdl.handle.net/2105/57964

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