search query: @author Schul, Y. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Schul, Y. Mazursky, D. |
| Title: | Conditions Facilitating Successful Discounting in Consumer Decision Making |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.442-451 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER INFORMATION ADVERTISING |
| Language: | eng |
| Abstract: | Two types of discounting appeals were examined: ignore and refute appeals. The results suggest that the impact of the two appeals on consumer decision making depends on the elaboration the message underwent during encoding. Refute appeals are more effective due to their specificity and strength. Ignore cue is ambiguous and implicit. |
« previous | next »
SCIMA