Understanding advertising effectiveness from a psychological perspective: The importance of attitudes and attitude strength

Derek Rucker, Richard E. Petty, Joseph R. Priester

Research output: Chapter in Book/Report/Conference proceedingChapter

22 Scopus citations
Original languageEnglish (US)
Title of host publicationThe SAGE Handbook of Advertising
EditorsTim Ambler, Gerald J. Tellis
PublisherSAGE Publications Inc.
Pages73-88
Number of pages16
ISBN (Electronic)9781848607897
ISBN (Print)9781412918862
DOIs
StatePublished - Jan 1 2007

ASJC Scopus subject areas

  • Social Sciences(all)

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