Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications

Autor:	V. Parker Lessig, C. Whan Park
Rok vydání:	1977
Předmět:	Marketing Communication Information processing Advertising Product (category theory) Business and International Management Psychology Composition (language)
Zdroj:	Journal of Advertising. 6:10-16
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1977.10672673
Popis:	This paper suggests how the consumer's usage of various composition rules is likely to vary as his product and brand familiarity increase over time. The relationships suggested are based upon empirical findings and theories of information processing. A particular emphasis is placed upon the promotional implications of the suggested relatonships.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d84cb3d2abdd9166e396381eda9609ff https://doi.org/10.1080/00913367.1977.10672673 Zobrazit plný text záznamu Plný text ve formátu PDF