Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products

Marketing Letters

Volumn 18, Issue 4, 2007, Pages 211-221

  Drolet, Aimee ^a,d   Williams, Patti ^b   Lau Gesk, Loraine ^c  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

^c UNIVERSITY OF CALIFORNIA   (United States)

^d UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Advertising; Aging

Indexed keywords

EID: 34548794864     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-007-9016-z     Document Type: Article

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