Picture-Word Consistency and the Elaborative Processing of Advertisements
Journal of Marketing ResearchPublished 1 November 1987
Michael Houston, Terry L. Childers, Susan E. Heckler
Citations246
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Many advertisers believe the pictorial and verbal components of an ad should convey the same meaning. Based on theoretical and empirical evidence from a variety of areas, three experiments were con...
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