AN EXPERIMENTAL INVESTIGATION OF COMPARATIVE ADVERTISING - IMPACT OF MESSAGE APPEAL, INFORMATION LOAD, AND UTILITY OF PRODUCT CLASS

被引：72

作者：

GOODWIN, S ^{[1
]}

ETGAR, M ^{[1
]}

机构：

[1] HEBREW UNIV JERUSALEM,REHOVOT,ISRAEL

来源：

关键词：

D O I：

10.2307/3150929

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：187 / 202

页数：16

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ETGAR M, 1977, ADV CONSUMER RES, V5

[8]

Frank R., 1972, MARKET SEGMENTATION

[9]

GOLDEN LL, 1976, ADV CONSUM RES, V3, P63

[10] BRAND CHOICE BEHAVIOR AS A FUNCTION OF INFORMATION LOAD [J].

JACOBY, J ;

SPELLER, DE ;

KOHN, CA .