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d..as..Word..Doc..(.doc../...docx),..PDF..File..(.pdf),..Text..File..(.txt)..or..read..online.TESTING..CASC..SCALE..FOR..MEASURING..EMOTIONAL..AND..RATIONAL..ADVERTISING.....Heath,..Robert..(2007a):..Emotional..Persuasion..in..Advertising:..A..HierarchyofProcessing..Model.Why..Is..This..Commercial..Making..Me..Ugly..Cry?..You..Might..Be..a..Victim..to..Emotional..Branding......Emotional..Persuasion..in..Advertising:..A..Hierarchy-of-Processing..Model...we.show.that.a.rational.information-based.persuasion.model,...in.Advertising:.A.Hierarchy-of-Processing.Model....emotional.engagement.model.is.developed.. 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