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The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact |
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| Authors: | Jin K Han Yong Seok Sohn Kun Woo Yoo |
| Institution: | 1. LKC School of Business, Singapore Management University, Singapore, Singapore 2. Asian Consumer Insight, Singapore, Singapore 3. School of Business, Yonsei University, Seoul, Korea 4. School of Management, Kyung Hee University, 26 Kyunghee-daero Dongdaemun-gu, Seoul, South Korea |
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