Descriptor
| Advertising | 1 |
| College Students | 1 |
| Consumer Economics | 1 |
| Higher Education | 1 |
| Marketing | 1 |
| Media Research | 1 |
| Publicize | 1 |
Source
| Journalism Quarterly | 1 |
Author
| Bowen, Lawrence | 1 |
| Chaffee, Steven H. | 1 |
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Peer reviewedBowen, Lawrence; Chaffee, Steven H. – Journalism Quarterly, 1974
Finds willingness to buy is affected both by the content of the advertisement and the buyer's predisposition to buy the advertised brand. (RB)
Descriptors: Advertising, College Students, Consumer Economics, Higher Education
