Advertising to ‘active’ viewers: consumer attitudes in the US and South Korea

Hyokjin Kwak, Trina Larsen Andras and George M. Zinkhan

Effects of mere exposure have been widely investigated in the area of advertising, consumer behaviour and social psychology.

Advertising to “active” viewers: consumer attitudes in the US and South Korea

Hyokjin Kwak and Trina Larsen AndrasLeBow College of Business, Drexel University, Philadelphia

George M. ZinkhanTerry College of Business, University of Georgia, Athens

INTRODUCTION...

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