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All that glitters is not gold: The dual effect of activation technique in advertising

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  • Yael Steinhart

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  • Yael Steinhart, 2012. "All that glitters is not gold: The dual effect of activation technique in advertising," Marketing Letters, Springer, vol. 23(1), pages 195-208, March.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:1:p:195-208
    DOI: 10.1007/s11002-011-9147-0
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    References listed on IDEAS

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    1. Janiszewski, Chris & Meyvis, Tom, 2001. "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 18-32, June.
    2. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    3. Hao Shen & Yuwei Jiang & Rashmi Adaval, 2010. "Contrast and Assimilation Effects of Processing Fluency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 876-889, February.
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