- Title
- The joint effects of advertising and product trial: a source-monitoring perspective
- Creator
- Kum, Doreen; Lee, Yih Hwai
- Relation
- Marketing Letters Vol. 22, Issue 3, p. 213-226
- Publisher Link
- http://dx.doi.org/10.1007/s11002-010-9121-2
- Publisher
- Springer
- Resource Type
- journal article
- Date
- 2011
- Description
- Various sequences of exposure to advertising and product trial were examined using a source-monitoring framework. The findings suggest that memories of positive product-trial experience can be enhanced by advertisement exposure and such facilitation is greater when the temporal separation of the two information sources is minimal. In contrast, when product-trial experience is negative, the reverse is true. A source-monitoring explanation is put forth to understand the role and limit of memory (re)-construction from advertising exposure and product-trial experiences.
- Subject
- advertising; product trial; source-monitoring; memory reconstruction
- Identifier
- http://hdl.handle.net/1959.13/936928
- Identifier
- uon:12444
- Identifier
- ISSN:0923-0645
- Language
- eng
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