The processing of advertising: does a consumer’s level of materialism make a difference?
Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2017-05-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8727/im_2017_01_Lysonski.pdf |