Advances in Advertising Research (Vol. III)

Advances in Advertising Research (Vol. III)

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a€‹Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.In this perspective, recall of information and attitude are intrinsically related ( Hovland et al., 1953; Krugman, 1965). ... The information that is stored in short term memory due to recent acquisition or recent use, can thus have a strong influence in judgments and the ... H3: Only when a set ofreviews is perceived as very useful, the general impression about the set of reviews mediates the impact of recall ofanbsp;...

Title:Advances in Advertising Research (Vol. III)
Author:Tobias Langner, Shintaro Okazaki, Martin Eisend
Publisher:Springer Science & Business Media - 2012-08-23


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