Detail Affective Responses Mediating Acceptance of Advertising   Oleh:  Batra, Rajeev ; Ray, Michael L. Jenis: Article from Bulletin/Magazine Dalam koleksi: Journal of Consumer Research vol. 13 no. 2 (1986), page 234-249. Topik: ADVERTISING; affective responses; acceptance; advertising Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ32 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel This article argues that affective responses (AR s) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on AR s is reviewed, and a typology for such responses is presented. Three ARs are studied empirically ; they appear to be antecedents of the attitude towards the ad (Asubad / sub) and to have a weak but significant impact on brand attitudes. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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