Branding Alters Attitude Functions and Reduces the Advantage of Function- Matching Persuasive Appeals
نویسندگان
چکیده
College of Business Administration, University of Florida (e-mail: [email protected]). Joseph P. Simmons is Assistant Professor of Marketing, Yale School of Management, Yale University (e-mail: joseph.simmons@ yale.edu). The authors thank Melissa Minor for programming Experiment 4 and thank Richard Lutz and Rebecca Ratner for helpful comments on a previous draft. Ziv Carmon served as associate editor for this article. ROBYN A. LeBOEUF and JOSEPH P. SIMMONS*
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