All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions.

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Sengupta, Jaideep; Goodstein, Ronald C; Boninger, David S;
  • Journal: Journal of Consumer Research,volume 23,issue 4 March,pages351-61
  • Related identifiers: doi: 10.1086/209488

Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing. Advertising, however, is most often processed as a low-involvement communication. The authors predict that different low-involvement c... View more
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