An investigation of multiple message processing within the context of purchase intention change
This research empirically tests three models that predict the expected intention change that results when people read and think about written advertising copy. The three models were derived from the principals of information processing 4 theory. This framework predicts that change in intention is a...
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| Format: | Others |
| Language: | en_US |
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Virginia Polytechnic Institute and State University
2015
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| Online Access: | http://hdl.handle.net/10919/53893 |