The impact of advertising and evidence on consumer judgments: An extension of research on hypothesis testing.
Prior research on how advertising and product evidence interact in the formation of product evaluations shows that advertising induces higher consumer expectations, which in turn lead to a disposition to confirm when presented with product evidence. It has been argued that a hypothesis testing proce...
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| Language: | en |
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The University of Arizona.
1991
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| Online Access: | http://hdl.handle.net/10150/185518 |