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

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