MacInnis, Deborah J.; Chandy, Rajesh K.; Thaivanich, Pattana - 2006
behavior, depending on whether the market is new or old. The authors then test these hypotheses in the context of a toll …-free referral service, using a highly disaggregate econometric model of advertising response. The results indicate that argument … based appeals, expert sources, and negatively framed messages are particularly effective in new markets. Emotion …