publication . Doctoral thesis . 2007

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

Nagaraj, Sanjay;
Open Access English
  • Published: 01 Jan 2007
  • Publisher: KTH, Numerisk Analys och Datalogi, NADA
  • Country: Sweden
Abstract
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. Researchers also seem to believe that the use of persuasive ads increases recall of attribute information, enhances attitude toward the ad, brand, and positively affects intent to purchase. Such information in marketing communications is often presented either in a vivid or non-vivid form and they are conveyed in either numbers or adjectives. The complexity of numeri...
Subjects
free text keywords: Media and communication studies, Medie- och kommunikationsvetenskap
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