The effect of experiential analogies on consumer perceptions and attitudes
What does driving a sports car have to do with a first kiss, shopping in New York or purchasing a pair of designer shoes? These comparisons were used in a recent ad campaign for the Alfa Romeo Spider and are prime examples of an experiential analogy. The predominance of experiential analogies in rec...
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| Format: | Others |
| Language: | English |
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University of British Columbia
2008
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| Online Access: | http://hdl.handle.net/2429/896 |