Giving advertisers the benefit of the doubt : trust, cooperative communication, and consumer acceptance of implication in advertising
This dissertation seeks to expand our understanding of why consumers "go with the gist" of ads that imply more than they literally claim. Such persuasion is especially surprising in light of several facts: (1) the goal o f advertising is to induce purchase, giving advertisers an incentive...
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| Language: | English |
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2009
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| Online Access: | http://hdl.handle.net/2429/17132 |