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The role and impact of affect in the process of resistance to persuasion

โœ Scribed by M Pfau; A Szabo; J Anderson; J Morrill; J Zubric; H-H H-Wan

Book ID
111090360
Publisher
John Wiley and Sons
Year
2001
Tongue
English
Weight
315 KB
Volume
27
Category
Article
ISSN
0360-3989

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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