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- Title
Marketing Tactics, Search, and Choice.
- Authors
Mothersbaugh, David L.; Heath, Timothy B.; Feick, Lawrence F.
- Abstract
The article considers a special session of a conference of the Association for Consumer Research on the influence of advertising and marketing on brand choice and decision-making by consumers. Papers presented at the session on the influence of advertising message framing on brand choice, on advertising as a search heuristic and on the impact of retail display format on product choice are summarized.
- Subjects
CONSUMER research; ADVERTISING; BRAND choice; CONSUMER behavior research; DISPLAY of merchandise; CONFERENCES &; conventions
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p269
- ISSN
0098-9258
- Publication type
Proceeding