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The joint effects of advertising and product trial: A source-monitoring perspective

✍ Scribed by Doreen Kum; Yih Hwai Lee

Publisher
Springer US
Year
2010
Tongue
English
Weight
193 KB
Volume
22
Category
Article
ISSN
0923-0645

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Although it seems intuitively appealing that physically attractive models constitute useful advertising tools, the existing literature on the topic has yielded inconsistent findings with regard to the conditions under which physically attractive models affect product attitudes favorably. The current