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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. |
SCIMA