Affective responses mediating acceptance of advertising

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Batra, Rajeev (author), Ray, Michael L. (author), and Batra: Assistant Professor, Graduate School of Business, Columbia University, New York; Ray: Professor of Marketing and Communication, Graduate School of Business, Stanford University, Stanford, CA
    Format:
    Journal article
    Publication Date:
    1986-09
    Published:
    USA: Pasadena, CA : The Journal
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 85 Document Number: C05513
    Journal Title:
    Journal of Consumer Research
    Journal Title Details:
    13 (2) : 234-249.
    Subject Term:
    advertising, attitudes, communication theory, consumers, and marketing research
    Notes:
    AGRICOLA IND 87002887

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