Please use this identifier to cite or link to this item: https://doi.org/10.1007/s11002-010-9121-2
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dc.titleThe joint effects of advertising and product trial: A source-monitoring perspective
dc.contributor.authorKum, D.
dc.contributor.authorLee, Y.H.
dc.date.accessioned2013-10-09T02:45:55Z
dc.date.available2013-10-09T02:45:55Z
dc.date.issued2011
dc.identifier.citationKum, 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. https://doi.org/10.1007/s11002-010-9121-2
dc.identifier.issn09230645
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/43812
dc.description.abstractVarious 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.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1007/s11002-010-9121-2
dc.sourceScopus
dc.subjectAdvertising
dc.subjectMemory reconstruction
dc.subjectProduct trial
dc.subjectSource-monitoring
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1007/s11002-010-9121-2
dc.description.sourcetitleMarketing Letters
dc.description.volume22
dc.description.issue3
dc.description.page213-226
dc.identifier.isiut000294505900001
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