Working Paper
Affective and Cognitive Reactions to Advertising
Jan 1, 1984
Argues that in response to advertising stimuli, affective reactions always precede cognitive activity; a comment by Brian Sternthal takes an opposing point of view.
Working Paper
Affective and Cognitive Reactions to Advertising
Jan 1, 1984
Argues that in response to advertising stimuli, affective reactions always precede cognitive activity; a comment by Brian Sternthal takes an opposing point of view.