search query: @author Wansink, B. / total: 7
reference: 7 / 7
« previous | next »
| Author: | Wansink, B. Ray, M. |
| Title: | Estimating an Advertisement's Impact on One's Consumption of a Brand |
| Journal: | Journal of Advertising Research
1992 : MAY/JUNE, VOL.32, p.9-16 |
| Index terms: | ADVERTISING EFFECTIVENESS REPEAT BUYING BRAND LOYALTY |
| Language: | eng |
| Abstract: | The study aims to compare various measures of attitude and various measures of consumption intention to determine which measures are most valid in reliably predicting subsequent consumption for consumers who use the brand. It is suggested that volume estimates best approximate the actual consumption of heavy users and that likelihood estimates are best used with light users. |
« previous | next »
SCIMA