Effects of Presentation Order and Communication Modality on Recall and Attitude
- 1 December 1994
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 21 (3) , 481-490
- https://doi.org/10.1086/209412
Abstract
Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audiencKeywords
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