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The joint effects of advertising and product trial: A source-monitoring perspective


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  • Doreen Kum


  • Yih Lee
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    Bibliographic Info

    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 22 (2011)
    Issue (Month): 3 (September)
    Pages: 213-226

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    Handle: RePEc:kap:mktlet:v:22:y:2011:i:3:p:213-226

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    Related research

    Keywords: Advertising; Product trial; Source-monitoring; Memory reconstruction;


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    1. Joel B. Cohen & Americus Reed II, 2006. "A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment," Journal of Consumer Research, University of Chicago Press, vol. 33(1), pages 1-15, 06.
    2. Pechmann, Cornelia & Ratneshwar, S, 1992. " Consumer Covariation Judgments: Theory or Data Driven?," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 373-86, December.
    3. Loraine Lau-Gesk, 2005. "Understanding Consumer Evaluations of Mixed Affective Experiences," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 23-28, 06.
    4. Hoch, Stephen J & Ha, Young-Won, 1986. " Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 221-33, September.
    5. Braun, Kathryn A, 1999. " Postexperience Advertising Effects on Consumer Memory," Journal of Consumer Research, University of Chicago Press, vol. 25(4), pages 319-34, March.
    6. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 210-24, September.
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