The impact of product knowledge on consu
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Byung-Kwan Lee; Wei-Na Lee
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Article
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2011
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John Wiley and Sons
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English
⚖ 123 KB
👁 1 views
## Abstract Research evidence to date suggests that the combined presence of item‐specific and relational processing is necessary to induce higher memory performance of the target ad and proper evaluation of the target brand. This elaborative processing, however, requires cognitive capacity. In thi