haku: @author Hoch, S. J. / yhteensä: 10
viite: 7 / 10
| Tekijä: | Ha, Y-W. Hoch, S. J. |
| Otsikko: | Ambiquity, processing strategy, and advertising-evidence interactions. |
| Lehti: | Journal of Consumer Research
1989 : DEC, VOL. 16:3, p. 354-360 |
| Asiasana: | ADVERTISING RESEARCH CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Two factors moderate advertising-evidence interactions: (1) ambiguity of the evidence as represented by its information structure, and (2) consumer information processing strategies.A theoretical account of ambiguity is provided, identifying the structural characteristics that give evidence concerning product quality open to either one or multiple interpretations. |
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