Understanding advertising effectiveness from a psychological perspective: The importance of attitudes and attitude strength

The SAGE Handbook of Advertising

Volumn , Issue , 2007, Pages 73-88

  Rucker, Derek D ^a   Petty, Richard E ^b   Priester, Joseph R ^c  

^a NORTHWESTERN UNIVERSITY   (United States)

^b University Professor of Psychology

^c UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 80052694710     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4135/9781848607897.n5     Document Type: Chapter

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