构造(python库)
实证检验
广告
背景(考古学)
实证研究
心理学
考试(生物学)
态度
社会心理学
业务
计算机科学
认识论
生物
哲学
古生物学
精算学
程序设计语言
作者
Scott MacKenzie,Richard J. Lutz
标识
DOI:10.1177/002224298905300204
摘要
Recent research has identified attitude toward the ad (A Ad ) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of A Ad . The authors present the latest version of a theory of A Ad formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
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