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

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  • Doreen Kum

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  • Yih Lee

Abstract

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Suggested Citation

  • Doreen Kum & Yih Lee, 2011. "The joint effects of advertising and product trial: A source-monitoring perspective," Marketing Letters, Springer, vol. 22(3), pages 213-226, September.
  • Handle: RePEc:kap:mktlet:v:22:y:2011:i:3:p:213-226
    DOI: 10.1007/s11002-010-9121-2
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    File URL: http://hdl.handle.net/10.1007/s11002-010-9121-2
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    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 210-224, September.
    2. Braun, Kathryn A, 1999. " Postexperience Advertising Effects on Consumer Memory," Journal of Consumer Research, Oxford University Press, vol. 25(4), pages 319-334, March.
    3. Hoch, Stephen J & Ha, Young-Won, 1986. " Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 221-233, September.
    4. Pechmann, Cornelia & Ratneshwar, S, 1992. " Consumer Covariation Judgments: Theory or Data Driven?," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 373-386, December.
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