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• W2000802562 abstract "Differences in emotional response, cognitive response, attitude toward the ad and attitude toward the brand were observed after subjects were exposed to advertising messages of different modalities (audiovisual vs. audio-only) and appeals (rational vs. emotional). Hypothesized causal models depicting the relationships among the dependent measures were tested using LISREL. Results sup ported the mediating roles of both emotional and cognitive responses in the acceptance of advertising messages." @default.
• W2000802562 created "2016-06-24" @default.
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• W2000802562 date "1987-01-01" @default.
• W2000802562 modified "2023-10-17" @default.
• W2000802562 title "Effects of Message Modality and Appeal on Advertising Acceptance" @default.
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• W2000802562 doi "https://doi.org/10.1002/mar.4220040303" @default.
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