search query: @indexterm Product preference / total: 78
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| Author: | Schumann, D. Grayson, J. Ault, J. |
| Title: | The Effectiveness of Shopping Cart Signage: Perceptual Measures Tell a Different Story |
| Journal: | Journal of Advertising Research
1991 : FEB/MAR, VOL.31, p.17-22 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR PRODUCT PREFERENCE |
| Language: | eng |
| Abstract: | Two studies were conducted to explore the degree to which shoppers attend to, and are influenced by advertising put on shopping carts. Personal interviews with shoppers were used to measure if they could recall the ad, whether they actually purchased the advertised brand , and whether the purchase was planned or unplanned. |
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