Consumer Responses to Complex Advertisements: The Moderating Role of Need for Cognition, Knowledge, and Gender

Autor: Putrevu, Sanjay, Tan, Joni, Lord, KennethR.

Publikováno v: Journal of Current Issues and Research in Advertising; March 2004, Vol. 26 Issue: 1 p9-24, 16p

The Effects of Program-induced Mood States on Memory for Commercial Information

Autor: Lord, KennethR., Burnkrant, RobertE., Unnava, H.Rao

Publikováno v: Journal of Current Issues and Research in Advertising; March 2001, Vol. 23 Issue: 1 p1-15, 15p

Communicating in Print: A Comparison of Consumer Responses to Different Promotional Formats

Autor: Lord, KennethR., Putrevu, Sanjay

Publikováno v: Journal of Current Issues and Research in Advertising; September 1998, Vol. 20 Issue: 2 p1-18, 18p