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| Author: | Wright, A. Lynch, J. Jr. |
| Title: | Communication effects of advertising versus direct experience when both search and experience attributes are present |
| Journal: | Journal of Consumer Research
1995 : MAR, VOL. 21:4, p. 708-718 |
| Index terms: | CONSUMERS RESEARCH COMMUNICATION |
| Language: | eng |
| Abstract: | Previous research has predicted that direct product experience will be superior to advertising in communicating information about products. In experiment 1 of the present study, claims about search attributes were better recognized and beliefs about search attributes were more accessible and more confidently held after exposure to ads in comparison with direct experience of two inexpensive packaged products. |
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