Working Papers

Enhancing the Managerial Relevance of Information-Processing Theory in an Advertising Context

Deborah J. MacInnis and Bernard J. Jaworski

Jan 1, 1990

Provides a conceptual framework for thinking about how to use information-processing theory to assist in the design of ads; focuses on two general strategies for ad-executional cues based upon information-processing theory.

This resource is not available online.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.