The impact of consumer knowledge, information mode and presentation form on advertising effects

Doctoral thesis English OPEN
Nagaraj, Sanjay;
(2007)
  • Publisher: Stockholm : KTH
  • Subject: Media and communication studies | Medie- och kommunikationsvetenskap

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 an... View more
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