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| Author: | Mehta, A. |
| Title: | Using self-concept to assess advertising effectiveness |
| Journal: | Journal of Advertising Research
1999 : JAN-FEB, VOL. 39:1, p. 81-89 |
| Index terms: | ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Concept convergence analysis provides a framework to use psychological variables such as self-concept to better assess advertising performance. Segmenting audiences based on their self-concept may provide valuable insight into the effectiveness of advertising in influencing consumers. |
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