search query: @author Bakker, A. B. / total: 3
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| Author: | Fennis, B. M. Bakker, A. B. |
| Title: | "Stay tuned - we will be back right after these messages": need to evaluate moderates the transfer of irritation in advertising |
| Journal: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 15-25 |
| Index terms: | Advertising research Consumer behaviour Brands |
| Language: | eng |
| Abstract: | Studies on irritation in advertising have primarily focused on commercial attributes that produce negative reactions to that commercial and the brand advertised. This study examines the carryover effects of irritation previously elicited by either disliked ads or a large number of ads to an unrelated, neutral ad. |
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