search query: @author Howard, D. / total: 6
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| Author: | Howard, D. Barry, T. |
| Title: | The Evaluative Consequences of Experiencing Unexpected Favorable Events |
| Journal: | Journal of Marketing Research
1990 : FEB, VOL.27, p.51-60 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR PRODUCT INFORMATION |
| Language: | eng |
| Abstract: | The effects of a sweepstakes on evaluation of a prize are examined. Subjects were entered in a sweepstakes with either a low or high probability of winning a prize (a product) which they won or lost. Then the participants were exposed to an ad for the same product in which claims of product quality were either supported or not. supported. The findings are discussed. |
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