Processing contradictory brand information from advertising and social media: an application of the multiple-motive heuristic-systematic model
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DOI: 10.1080/13527266.2015.1129356
Abstract: Abstract This study tested two major theoretical assumptions of the heuristic-systematic model – (1) concurrent information processing and (2) multiple processing motives – in a common advertising situation where contradictory brand information from different sources… read more here.
Keywords: information; heuristic systematic; advertising; contradictory brand ... See more keywords