The Moderating Effect of Attitude toward the Ad on Ad Effectiveness under Different Processing Conditions

Published

Book Section

Duke Authors

Cited Authors

  • Edell, JA; Burke, M

Cited Editors

  • Kinnear, T

Published Date

  • 1984

Volume / Issue

  • 11 /

Book Title

  • Advances in Consumer Research

Start / End Page

  • 644 - 649