search query: @author Praxmarer, S. / total: 4
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| Author: | Gierl, H. Praxmarer, S. |
| Title: | Die wahrgenommene Dynamik des Kommunikators und Einstellungen der Rezipienten |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2001 : VOL. 23:4, p. 236-251 |
| Index terms: | Advertising Consumer behaviour |
| Language: | ger |
| Abstract: | The present study was conducted to examine the impact of communicators' dynamic behavior on consumers' attitudes. Three different effects of dynamic behavior are discussed and tested, a direct, a mediating and a moderating effect. |
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