AN EXPERIMENTAL INVESTIGATION OF COMPARATIVE ADVERTISING - IMPACT OF MESSAGE APPEAL, INFORMATION LOAD, AND UTILITY OF PRODUCT CLASS

被引：72

作者：

GOODWIN, S ^{[1
]}

ETGAR, M ^{[1
]}

机构：

[1] HEBREW UNIV JERUSALEM,REHOVOT,ISRAEL

来源：

关键词：

D O I：

10.2307/3150929

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：187 / 202

页数：16

共 30 条

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[J]. JOURNAL OF CONSUMER RESEARCH, 1975, 2 (03) : 169 - 177
[4] COX D, 1967, RISK HANDLING INFORM
[5] ENGEL JF, 1972, MARKET SEGMENTATION
[6] ETGAR M, 1977, EMPIRICAL RES COMP A
[7] ETGAR M, 1977, ADV CONSUMER RES, V5
[8] Frank R., 1972, MARKET SEGMENTATION
[9] GOLDEN LL, 1976, ADV CONSUM RES, V3, P63
[10] BRAND CHOICE BEHAVIOR AS A FUNCTION OF INFORMATION LOAD
JACOBY, J
SPELLER, DE
KOHN, CA
[J]. JOURNAL OF MARKETING RESEARCH, 1974, 11 (01) : 63 - 69