Memory and Evaluation Effects in Competitive Advertising Environments
- 1 March 1991
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 17 (4) , 463-476
- https://doi.org/10.1086/208571
Abstract
A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluationKeywords
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