Cognitive and affective components of A(ad) in a low motivation processing set.

Author(s)
Celuch, K.G. & Slama, M.
Year
Abstract

It was hypothesized that for television ads the cognitive and affective components of A(ad) would predict brand attitude in a low motivation processing set, and that the relative influence of the components would be a function of ad execution format. These hypotheses were supported, and it was found that the program context had little influence on the relationship. (A)

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Publication

Library number
C 7799 [electronic version only] /01 /
Source

Psychology & Marketing, Vol. 12 (1995), No. 2 (March), p. 123-133, 20 ref.

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