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Do opposites attract? Understanding opposition in promotion · Study

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ArticleDo opposites attract? Understanding opposition in promotion

Anjala Selena Krishen2011

Article2011

Do opposites attract? Understanding opposition in promotion

Anjala Selena Krishen · Pamela Miles Homer

17 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

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References

1993The Adaptive Decision Maker 1994The Adaptive Decision Maker 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads 1984Product Familiarity and Learning New Information 2003Brand Familiarity and Advertising Repetition Effects 1982Information Load and Consumer Decision Making 1991Exploring Differences in Males' and Females' Processing Strategies 1996Figures of Rhetoric in Advertising Language

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2022Advertising creativity and its effects: a meta-analysis of the moderating role of modality

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Year2011

Typearticle

Published2011-09-06

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations17

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.jbusres.2011.08.002

openalex_workW1996607628

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