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- W2118936432 abstract "Activation is a psychobiological concept that plays an important role in explaining consumer behavior. Following an introduction to the theory and measurement of activation, results of experimental research in advertising effectiveness are presented. The stronger the activation elicited by a stimulus, the better was the level of cognitive performance—a relationship that poses new questions for consumer research." @default.
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- W2118936432 title "Activation Research: Psychobiological Approaches in Consumer Research" @default.
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