Chatterjee, Subimal; Malshe, Ashwin Vinod; Heath, Timothy B. - In: Journal of Business Research 63 (2010) 12, pp. 1290-1294
We investigate if presenting a brand's promotion and prevention features in homogenous blocks (e.g., two promotion features followed by two prevention features -- a toothpaste that freshens breath, whitens teeth, stops plaque buildup and prevents cavities) as opposed to alternating their...