Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories
Journal of MarketingPublished 1 January 1999
Joan Meyers‐Levy, Prashant Malaviya
Citations355
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered ...
Keywords
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