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The Influence of Generic Advertising on Brand Preferences

✍ Scribed by Chakravarti, Amitav; Janiszewski, Chris

Book ID
125587987
Publisher
University of Chicago Press
Year
2004
Tongue
English
Weight
376 KB
Volume
30
Category
Article
ISSN
0093-5301

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## Abstract Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact