Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
- 1 December 1989
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 16 (3) , 354-360
- https://doi.org/10.1086/209221
Abstract
Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interKeywords
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