The effect of media, product and message factors on ad persuasiveness: the role of affect and cognition

Author:

Chaudhuri Arjun

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Reference27 articles.

1. Bagozzi, R.P. (1983) Issues in the analysis of covariance structure analysis: a further comment. Journal of Consumer Research 9 (March), 449-50.

2. Batra, R. (1986) Affective advertising: role, processes, and measurement. In R.A. Peterson, W.D. Hoyer and W.R. Wilson (eds) The Role of Affect in Consumer Behavior. Lexington, MA: Lexington Books, pp. 53-86.

3. Bentler, P.M. (1980) Multivariate analysis with latent variables: causal modelling. In M.R. Rosensweig and L.W. Porter (eds) Annual Review of Psychology 31 Palo Alto, CA: Annual Reviews, 419-56.

4. Brown, S.P. and Stayman, D.M. (1992) Antecedents and consequences of attitude toward the ad: a meta-analysis. Journal of Consumer Research 19 (June), 34-51.

5. Buck, R. (1989) Emotional education and mass media. In R.P. Hawkins, J.M. Weimann and S. Pingree (eds) Advancing Communication Science: Merging Mass and Interpersonal Perspectives, Beverly Hills, CA: Sage Publications.

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