Implications for Advertising Effectiveness of Divergence Among Measured Advertising Effects

Philip J. Mazzocco, Derek D. Rucker, Timothy C. Brock

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations
Original languageEnglish
Title of host publicationApplying social cognition to consumer-focused strategy
EditorsPaul M. Herr, Frank R. Kardes, Jacques Nantel
Place of PublicationMahwah, NJ
PublisherLawrence Erlbaum Associates
StatePublished - 2005

Cite this

Mazzocco, P. J., Rucker, D. D., & Brock, T. C. (2005). Implications for Advertising Effectiveness of Divergence Among Measured Advertising Effects. In P. M. Herr, F. R. Kardes, & J. Nantel (Eds.), Applying social cognition to consumer-focused strategy Lawrence Erlbaum Associates.