One-Sided versus Two-Sided Comparative Message Appeals for New Brand Introductions.
| Year of publication: |
1982
|
|---|---|
| Authors: | Etgar, Michael ; Goodwin, Stephen A |
| Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 8.1982, 4, p. 460-65
|
| Publisher: |
University of Chicago Press |