Attitude Accessibility, Certainty and the Attitude-Behaviour Relationship: An Empirical Study Of Ad Repetition and Competitive Interference Effects
I Maravelakis, M. Cleveland and M Laroche
This empirical study considers the influence of both advertising repetition and brand share on attitudes, attitude accessibility, attitude certainty, and the overall attitude-behaviour (a-b) relationship in the context of television advertisements.
Attitude
Accessibility, Certainty and the Attitude-Behaviour Relationship:
An Empirical Study of Ad Repetition and Competitive Interference
Effects
Michel Laroche, Mark ClevelandandIrene MaravelakisConcordia University
Attitudes have long been an area
of...
