Theories of Behavior and the Concept of Rationality in Advertising

• 1 September 1967
• journal article
• Published by Oxford University Press (OUP) in Journal of Communication
• Vol. 17  (3) , 211-222
• https://doi.org/10.1111/j.1460-2466.1967.tb01179.x

Abstract

Keywords

• THEORIES OF BEHAVIOR
• CONCEPT
• RATIONALITY IN ADVERTISING
• PAGE OF ARTICLE