This article examines the relationship between ad learning and adbased persuasion; it proposes that consumer identification of the advertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning and attitudinal responses to a
β¦ LIBER β¦
Examining the complex roles of motivation and text medium in the persuasion process
β Scribed by P. Karen Murphy; Theresa A. Holleran; Joyce F. Long; Jill A. Zeruth
- Book ID
- 116351734
- Publisher
- Elsevier Science
- Year
- 2005
- Tongue
- English
- Weight
- 397 KB
- Volume
- 30
- Category
- Article
- ISSN
- 0361-476X
No coin nor oath required. For personal study only.
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