The mediating effects of inferences of manipulative intent between consumer skepticism and product judgement: a conceptual study
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 of b...
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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/20.500.11937/7126 |