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Keywords: Affective
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (4): 338–348.
Published: 12 June 2017
...Mayank Jyotsna Soni Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs...
