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.
Number of pages16
ISBN (Electronic)9781848607897
ISBN (Print)9781412918862
StatePublished - Jan 1 2007

ASJC Scopus subject areas

  • Social Sciences(all)

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