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Title: The joint effects of advertising and product trial: A source-monitoring perspective
Authors: Kum, D.
Lee, Y.H. 
Keywords: Advertising
Memory reconstruction
Product trial
Issue Date: 2011
Citation: Kum, D., Lee, Y.H. (2011). The joint effects of advertising and product trial: A source-monitoring perspective. Marketing Letters 22 (3) : 213-226. ScholarBank@NUS Repository.
Abstract: Various sequences of exposure to advertising and product trial were examined using a source-monitoring framework. The findings suggest that memories of positive product-trial experience can be enhanced by advertisement exposure and such facilitation is greater when the temporal separation of the two information sources is minimal. In contrast, when product-trial experience is negative, the reverse is true. A source-monitoring explanation is put forth to understand the role and limit of memory (re)-construction from advertising exposure and product-trial experiences. © 2010 Springer Science+Business Media, LLC.
Source Title: Marketing Letters
ISSN: 09230645
DOI: 10.1007/s11002-010-9121-2
Appears in Collections:Staff Publications

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