Decreasing advertising interference: The impact of comparable differences on consumer memory in competitive advertising environments

Psychology and Marketing

Volumn 24, Issue 11, 2007, Pages 919-945

  Lee, Byung Kwan ^a   Lee, Wei Na ^b  

^a Kwangwoon University   (South Korea)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

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EID: 35548937756     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20190     Document Type: Article

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