The impact of consumer knowledge, information mode and presentation form on advertising effects
Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed....
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| Format: | Doctoral Thesis |
| Language: | English |
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KTH, Numerisk Analys och Datalogi, NADA
2007
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-4387 http://nbn-resolving.de/urn:isbn:978-91-7178-685-2 |