search query: @author Pham, M. T. / total: 4
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| Author: | Pham, M. T. Johar, G. V. |
| Title: | Contingent processes of source identification |
| Journal: | Journal of Consumer Research
1997 : DEC, VOL. 24:3, p. 249-265 |
| Index terms: | CONSUMERS COMMUNICATION INFORMATION TRANSFER ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Source identification has become important across various forms of marketing communication. Message content and source often become dissociated in today's communication environment. Reasons include the clutter of messages, the limited processing resources that consumers generally allocate to these messages, and the usual temporal separation of message exposure and decision making episodes. This paper identifies 4 types of source identification processes: semantic cued retrieval; memory-trace refreshment ; schematic inferencing; pure guessing. The paper argues that these processes are used in a contingent manner, and tests some aspects of these contingencies in 2 experiments. |
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