search query: @author Shrum, L. J. / total: 3
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1.
What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness
Journal of Advertising
2002 : WINTER, VOL. 31:4, p. 53-64
 2002 Liu, Y.
Shrum, L. J.
2.
Measuring the importance of positive constructs: A test of alternative rating procedures
Marketing Letters
1997 : APR, VOL. 8:2, p. 239-250
 1997 McCarthy, J. A.
Shrum, L. J.
3.
Toward an Understanding of Consumer Ambivalence
Journal of Consumer Research
1997 : JUN, VOL. 24:1, p. 80-93
 1997 Otnes, C.
Lowrey, T. M.
Shrum, L. J.
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