Product Class Advertising Effects on First-Time Buyers' Decision Strategies
- 1 September 1980
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 7 (2) , 176-188
- https://doi.org/10.1086/208805
Abstract
High school students judged college preferences after reading messages promoting various colleges. The messages varied the degree of similarity in the attributes or the comparison procedure discussed and the use of imagery instructions. Thought verbalizations and utility functions indicated that product class advertising can influence how people attack unfamiliar choices.Keywords
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