search query: @author Kitchen, P. J. / total: 9
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| Author: | Grimes, A. Kitchen, P. J. |
| Title: | Researching mere exposure effects to advertising: theoretical foundations and methodological implications |
| Journal: | International Journal of Market Research
2007 : VOL.49:2, p. 191-219 |
| Index terms: | advertising decision making market research |
| Freeterms: | exposure effect marketing communications |
| Language: | eng |
| Abstract: | The paper concerns low-attention processing of marketing communications. As the media and consumer environments are becoming more and more complex, mere exposure effects to advertising stimuli are important in forming and influencing consumer decision making. It is a great challenge to develop methodologies to study these effects. Therefore this paper reviews contemporary understanding is this field and discusses methodological implications for the development of market research |
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