search query: @author Tsao, W. / total: 2
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Author: | Wu, C. Tsao, W. |
Title: | Determining the relative efficacy of congruent vs. incongruent appeal for the consumers' decision-making ad exposure |
Journal: | Journal of International Selling and Sales Management
2006 : VOL. 12:2, p. 79-97 |
Index terms: | consumer behaviour decision making |
Language: | eng |
Abstract: | This study manipulates the ad type (rational vs. emotional) at the consumer's buying decision stage and observes the relative magnitudes of brand attitude and purchase intention produced. |
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