EFFECTS OF REPETITION OF REFUTATIONAL AND SUPPORTIVE ADVERTISING APPEALS

被引：44

作者：

SAWYER, AG ^{[1
]}

机构：

[1] UNIV MASSACHUSETTS,AMHERST,MA 01002

来源：

关键词：

D O I：

10.2307/3149405

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：23 / 33

页数：11

共 35 条

[1]

AAKER DA, 1968, J ADVERTISING RES, V8, P46

[2]

Abelson R. P., 1968, THEORIES COGNITIVE C, P771

[3] APPLICATION OF ATTITUDE IMMUNIZATION TECHNIQUES IN MARKETING [J].

BITHER, SW ;

DOLICH, IJ ;

NELL, EB .

[4]

BREHM JW, 1966, THEORY PSYCHOLOGICAL

[5] PRACTICAL PROCEDURE FOR MEDIA SELECTION [J].

BROWN, DB .

CHU, GC .

[7]

ENGEL JF, 1967, PROMOTIONAL STRATEGY

[8]

FAISON EWJ, 1961, PUBLIC OPIN QUART, V25, P468

[9]

FREEDMAN JL, 1965, ADV EXP SOC PSYCHOL, V2, P57

[10] COMPUTER SIMULATION MODEL FOR SELECTING ADVERTISING SCHEDULES [J].

GENSCH, DH .