The joint effects of advertising and product trial: A source-monitoring perspective

被引：0
|
作者：
Doreen Kum
Yih Hwai Lee
机构：
[1] Newcastle Business School,
[2] University of Newcastle,undefined
[3] NUS Business School,undefined
[4] National University of Singapore,undefined
来源：
Marketing Letters | 2011年 / 22卷
关键词：
Advertising; Product trial; Source-monitoring; Memory reconstruction;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
Various sequences of exposure to advertising and product trial were examined using a source-monitoring framework. The findings suggest that memories of positive product-trial experience can be enhanced by advertisement exposure and such facilitation is greater when the temporal separation of the two information sources is minimal. In contrast, when product-trial experience is negative, the reverse is true. A source-monitoring explanation is put forth to understand the role and limit of memory (re)-construction from advertising exposure and product-trial experiences.
引用
收藏
页码：213 / 226
页数：13
相关论文
共 50 条
12345