Peer reviewedERIC Number: EJ114082
Record Type: CIJE
Publication Date: 1974
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Abstractor: N/A
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Available Date: N/A
Product Involvement and Pertinent Advertising Appeals
Bowen, Lawrence; Chaffee, Steven H.
Journalism Quarterly, 51, 4, 613-21,644, W 74
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, Marketing, Media Research, Publicize
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