Abstract
Past studies of cognitive responses to advertising messages have focused primarily on thoughts related to the product and/or the message. This study examines the occurrence of thoughts evaluating the execution of the commercial message and their relationship to message acceptance.
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Belch, G.E., Belch, M.A. (2015). An Examination of Advertising Execution Related Cognitions as Mediators of Commercial Message Acceptance. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_15
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DOI: https://doi.org/10.1007/978-3-319-16946-0_15
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