How does consumers' skepticism affect advertising claims?
This research provides some empirical findings of the relationships between the antecedents as well as the outcomes variables of consumers? skepticism toward advertising. Consumer skepticism toward advertising is defined as the tendency toward disbelief of advertising claims (Obermiller and Spangenb...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/22606 |