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Postexperience Advertising Effects on Consumer Memory

✍ Scribed by Braun, Kathryn A.

Book ID
120037228
Publisher
University of Chicago Press
Year
1999
Tongue
English
Weight
257 KB
Volume
25
Category
Article
ISSN
0093-5301

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## Abstract This study investigates the structural alignment processes in reducing memory interference in a competitive advertising context. In particular, an experimental study is carried out to understand how alignable (i.e., comparable) and nonalignable (i.e., noncomparable) attributes influence