Dissociating Controllable and Uncontrollable Effects of Affective Stimuli on Attitudes and Consumption
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DOI: 10.1093/jcr/ucx124
Abstract: This research studies a fundamental and seemingly straightforward question: Can basic advertising elements, such as the presence of attractive imagery, have uncontrollable effects on consumers' attitudes and consumption decisions? Answering this question is methodologically challenging,… read more here.
Keywords: controllable uncontrollable; uncontrollable process; stimuli attitudes; process ... See more keywords