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- W2566754063 abstract "Noise, a barrier to learning and communication, is a concept that is widely referred to in marketing literature, yet, has been the focus of very little business research. In this paper, the theoretical background of noise is explored in past psychological and marketing literature. A measure of noise is developed and its impact on recall of advertisements is investigated using a convenience sample of 306 university students. The results indicate that there are external and internal noise dimensions. In addition, analysis of the data reveals that internal noise significantly affects recall of advertisements. Future research and managerial implications are discussed." @default.
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- W2566754063 date "2003-04-01" @default.
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- W2566754063 title "The Impact of Noise on Recall of Advertisements" @default.
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- W2566754063 doi "https://doi.org/10.1080/10696679.2003.11658496" @default.
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