The disruptive impact of attribute information on the effectiveness of analogies in print advertising as a means to enhance consumer learning of new product benefits

Ait El Houssi, A.; Morel, KPN; Hultink, H.J.

The disruptive impact of attribute information on the effectiveness of analogies in print advertising as a means to enhance consumer learning of new product benefits

Conference paper (2005)

Authors

A. Ait El Houssi Responsible Marketing and Consumer Behavior

KPN Morel Responsible Marketing and Consumer Behavior

H.J. Hultink Responsible Marketing and Consumer Behavior

Research Group

Responsible Marketing and Consumer Behavior

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Published Date

2005

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Research Group

Responsible Marketing and Consumer Behavior