Conceptualising the mediating role of inferences of manipulative intent between consumer skepticism and product judgment
This paper proposes a research framework on the antecedents of consumers' skepticism toward advertising and its related outcome variables; including inferences of manipulative intent, attitudes toward the advertisement and product judgment. The scope of the study will be limited to the industry...
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| Format: | Conference Paper |
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Recent Advances in Retailing and Services Science
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/41796 |