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2 edition of Predicting post-advertisement attitudes found in the catalog.

Predicting post-advertisement attitudes

Debra Lynn Stephens

Predicting post-advertisement attitudes

by Debra Lynn Stephens

  • 380 Want to read
  • 24 Currently reading

Published by Marketing Science Institute in Cambridge, Mass .
Written in English


Edition Notes

Report no.92-109.

StatementDebra Lynn Stephens, J. Edward Russo.
SeriesWorking paper / Marketing Science Institute
ContributionsRusso, J. Edward., Marketing Science Institute.
ID Numbers
Open LibraryOL13938981M

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Predicting post-advertisement attitudes by Debra Lynn Stephens Download PDF EPUB FB2

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Predicting Post-Advertisement Attitudes (Report No ) [Debra Lynn Stephens] on *FREE* Predicting post-advertisement attitudes book on qualifying offers. Predicting Post-Advertisement Attitudes Jan 1, Debra Lynn Stephens and J. Edward Russo,Reports on three studies that explore several ways of supplementing the cognitive response approach to predict brand attitudes as accurately as possible.

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Affect theories suggest that brand attitude and favourability is formed in a post advertisement exposure scenario through classical conditioning (Lavidge and Steiner, ). This suggests that affect theories could change attitudes through a number of exposures known as the ‘Mere Exposure Effect’ (Zajonc, ).

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Author Stephens, Debra L. Published. The number of people using internet has increased due to advances in information technology, and the growth of electronic commerce (e-commerce) is increasingly growing.

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I totally agree with suggestions #2 and #5. I don’t know how good of friends you are, but a lot of my “friends” are actually “acquaintances” in which we use each other for networking purposes. There’s an important distinction between learning from bad people’s bad ideas and riding or at least borrowing the energy of them.

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Profound changes on the competitiveness and industrial structure are happening due to introduction of e- commerce. Customer attitudes are shaped by visual cues or sensory cues, level of cognitive processing, level of affect recognition, affect evaluation and affect regulation based on customer economic, cultural, emotional, experiential, social and demographic factors that shape and model customer product consumption (Story & French, ).

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ABSTRACTObjective: Self-report measures are typically used to assess the effectiveness of road safety advertisements. However, psychophysiological measures of persuasive processing (i.e., skin conductance response [SCR]) and objective driving measures of persuasive outcomes (i.e., in-vehicle Global Positioning System [GPS] devices) may provide further insights into the effectiveness Cited by: 7.