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Author: | Celuch, K. Slama, M. |
Title: | Cognitive and affective components of A ad in a low motivation processing set |
Journal: | Psychology & Marketing
1995 : MAR, VOL. 12:2, p. 123-134 |
Index terms: | MOTIVATION MARKETING ADVERTISING |
Language: | eng |
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 relationships. |
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