๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior

โœ Scribed by Curtis P. Haugtvedt, Richard E. Petty and John T. Cacioppo

Book ID
125584236
Publisher
Elsevier Science
Year
1992
Tongue
English
Weight
405 KB
Volume
1
Category
Article
ISSN
1057-7408

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๐Ÿ“œ SIMILAR VOLUMES

Literal versus extended symbolic message
Literal versus extended symbolic messages and advertising effectiveness: The moderating role of need for cognition
โœ Ian Brennan; Kenneth D. Bahn ๐Ÿ“‚ Article ๐Ÿ“… 2006 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 128 KB

The authors classify an advertisement as an extended symbolic message (ESM) when the ad's subject and message are presented in a nonliteral format. The study compares the advertising effectiveness of the ESM with that of a literally equivalent message (LEM) when the ESM contains either a salient cue