haku: @journal_id 1674 / yhteensä: 56
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| Tekijä: | Wu, C. Tsao, W. |
| Otsikko: | Determining the relative efficacy of congruent vs. incongruent appeal for the consumers' decision-making ad exposure |
| Lehti: | Journal of International Selling and Sales Management
2006 : VOL. 12:2, p. 79-97 |
| Asiasana: | consumer behaviour decision making |
| Kieli: | eng |
| Tiivistelmä: | This study manipulates the ad type (rational vs. emotional) at the consumer's buying decision stage and observes the relative magnitudes of brand attitude and purchase intention produced. |
SCIMA