[PDF.62ye] Advertising Exposure, Memory and Choice (Advertising and Consumer Psychology)

Advertising Exposure, Memory and Choice (Advertising and Consumer Psychology)

[PDF.ws95] Advertising Exposure, Memory and Choice (Advertising and Consumer Psychology)

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 | #2921338 in eBooks |  2013-06-17 |  2013-06-17 | File type: PDF

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Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situation...

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