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Keywords: Ad effectiveness
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Journal Articles
The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (4): 345–357.
Published: 25 April 2022
...Nazuk Sharma; James R. Stock Purpose This research aims to investigate the moderating impact of product shadows in gestalt versus component product frames on ad effectiveness perceptions. It offers insights on shadow-compatible and incompatible modes of product presentation color as well...
