𝔖 Bobbio Scriptorium
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Developing tolerance: A comparison of contextual versus program effects

✍ Scribed by Cornelius Riordan

Book ID
119077777
Publisher
Elsevier Science
Year
1978
Tongue
English
Weight
937 KB
Volume
2
Category
Article
ISSN
0147-1767

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## Abstract A study is presented that compares two forms of within‐program brand appearances: product placements and celebrity plugs. Evidence suggests that plugs may often have a retention advantage over placements. This advantage is hypothesized to arise from differences in the way plugs and plac