search query: @author Kempf, D. S. / total: 2
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| Author: | Kempf, D. S. Laczniak, R. N. |
| Title: | Advertising's influence on subsequent product trial processing |
| Journal: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 27-38 |
| Index terms: | Advertising research Consumer behaviour Product development Design management |
| Language: | eng |
| Abstract: | The authors investigate several specific, posotive ad effects on product trial using an experiment that exposes subjects to a trial only, or an ad and trial. Subjects exposed to a pretrial ad rated the subsequent trial higher in diagnosticity, formed more confidently held beliefs, and formed higher expectancy value and purchase intentions. |
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