Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.12/3558
Título: Lost and found : The information-processing model of advertising effectiveness
Autor: Scholten, Marc
Data: 1996
Editora: Elsevier
Citação: Journal of Business Research, 37, 97-104
Resumo: The objective of this study is to formulate a general framework for advertising research. The article provides a brief review of the hierarchy-of-effects para&gm, Petty and Cacioppo's (1983) elaboration-likelihood model (ELM), and McGuire's (1978) information-processing model (IPM). It is argued that the usefulness of the ELM for advertising research derives from its heuristic rather than integrative merits. It is further argued that the IMP, if appropriately revised on a number of critical aspects, incorporates rival proposals in the hierarchy-of-effects paradwn as well as the ELM and provides a sufficiently general framework for research on advertising effectiveness.
Peer review: yes
URI: http://hdl.handle.net/10400.12/3558
ISSN: 0148-2963
Aparece nas colecções:PECO - Artigos em revistas internacionais

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