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Keywords: Polysemous slogans
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Journal Articles
Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (3): 145–156.
Published: 11 May 2015
...Miguel Angel Zúñiga; Ivonne M. Torres; Mihai Niculescu Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high...
