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| Author: | Ahearne, M. Gruen, T. |
| Title: | When the product is complex, does the advertisement's conclusion matter? |
| Journal: | Journal of Business Research
2000 : APR, VOL. 48:1, p. 55-62 |
| Index terms: | BUSINESS ECONOMICS ADVERTISING LOGISTICS |
| Language: | eng |
| Abstract: | This study was made for two purposes. The first was to replicate the study of Sawyer and Howard (1991), which found that the effects of persuasion in open-ended advertisements were greater than those of closed-ended advertisements when the audience was involved in processing the ads. The second was to examine a potential boundary conditions of these findings based on complexity of the product featured in the advertisement and the audience's ability to process the information. |
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