The importance of emotions in advertising. The optimal balance of emotions and rational arguments in commercial communications.

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Keywords	Emotional appeal, Rational arguments, Ad effectiveness, Consumer decision processing
Thesis Advisor	De Raaf, Daan, Liberali, Gui
Persistent URL	hdl.handle.net/2105/64113
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	Dawoud, Mohamed. (2022). The importance of emotions in advertising. The optimal balance of emotions and rational arguments in commercial communications. In Marketing Management.http://hdl.handle.net/2105/64113

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