Peer reviewedERIC Number: EJ114082
Record Type: CIJE
Publication Date: 1974
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Product Involvement and Pertinent Advertising Appeals
Bowen, Lawrence; Chaffee, Steven H.
Journalism Quarterly, 51, 4, 613-21,644, W 74
Finds willingness to buy is affected both by the content of the advertisement and the buyer's predisposition to buy the advertised brand. (RB)
Descriptors: Advertising, College Students, Consumer Economics, Higher Education, Marketing, Media Research, Publicize
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
