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Cognitive Behaviors During Three Exposures to an Advertisement.
Fortini-Campbell, Lisa; Moore, Jeff – 1978
The advertising copy for a product was manipulated along two structural dimensions (inside/outside product attributes, and before/after consequences of using product) to refine the concept of exposure in advertising research and to test a method of observing cognitive behavior while people are attending (exposed) to the media. The 78 participants…
Descriptors: Advertising, Behavior Change, Behavioral Science Research, Higher Education