𝔖 Bobbio Scriptorium
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Peripheral Persuasion and Brand Choice

✍ Scribed by Paul W. Miniard, Deepak Sirdeshmukh and Daniel E. Innis


Book ID
125588696
Publisher
University of Chicago Press
Year
1992
Tongue
English
Weight
436 KB
Volume
19
Category
Article
ISSN
0093-5301

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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