The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments
- 1 June 1990
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 17 (1) , 66-73
- https://doi.org/10.1086/208537
Abstract
We examined the effects of knowledge, motivation, and the type of message on ad processing and on product judgments. The data suggest that, regardlesKeywords
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