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Attribution Theory and Advertising Effectiveness
Richard M. Sparkman, William B. Locander
Journal of Consumer Research
DOI: 10.1086/208810 (Business, Management and Accounting)
License: not stated (all rights reserved)
Abstract: A factorial experiment was conducted to determine the effects of advertising context on the perception of an advertisement. Kelley's attribution variables were used to define four dimensions of context: consensus, consistency over time, consistency over modality, and distinctiveness.
Published on 01 Dec. 1980