The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers’ Evaluations of Products on Commercial Websites: Do They Really Work?

Osei Appiah

This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website.

The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers’ Evaluations of Products on Commercial Websites: Do They Really Work?

Osei AppiahThe Ohio State University
The introduction of an endorser in advertisements has been...

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