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| Tekijä: | Escalas, J. E. |
| Otsikko: | Imagine yourself in the product - mental simulation, narrative transportation and persuasion |
| Lehti: | Journal of Advertising
2004 : VOL. 33:2 p. 37-48 |
| Asiasana: | ATTITUDES BRANDS MODELS |
| Kieli: | eng |
| Tiivistelmä: | This article includes an experimet which examines the favorable effect of ad-encouraged mental simulation on brand evaluation and ad attitudes. The authors develop a model where mental simulation induces via narrative transportation. |
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