Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising
Year of publication: |
2017
|
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Authors: | Halkias, Georgios ; Kokkinaki, Flora |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 3, p. 415-438
|
Subject: | information incongruity | schema strength | processing opportunity | satisfaction | nonlinear mediation |
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