Comparisons and advertising: The route from comparisons to effective advertising

Chien Huang Lin, Chia Ching Tsai

研究成果: 雜誌貢獻期刊論文同行評審

12 引文 斯高帕斯(Scopus)

摘要

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.

原文???core.languages.en_GB???
頁(從 - 到)23-44
頁數22
期刊Journal of Business and Psychology
21
發行號1
DOIs
出版狀態已出版 - 9月 2006

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