2006•Journal of Business ResearchRequires access

Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing

Ingrid Poncin, Rik G. M. Pieters, Michele Ambaye

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Key concepts: Advertising, Similarity (geometry), Context (archaeology), Psychology, Marketing, Business, Computer science, Image (mathematics)

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Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing — Research Paper | ScholarLens