The impact of emotional ads : the role of involvement, ad type, and type of purchase motives
The present dissertation examines the impact of advertising message involvement (AMI) and the type of ad (ADTYPE) on the nature (cognitive versus affective) and level of abstraction of the information that is encoded during ad exposure. In addition, it examines the impact of brand response involveme...
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| Format: | Others |
| Language: | en |
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McGill University
1994
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| Online Access: | http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=28714 |