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Title: Cognitions and information processing from advertisements : more versus less literate consumers.
Authors: Mai, Van Xuan.
Keywords: DRNTU::Business::Advertising::Advertising method
Issue Date: 2002
Abstract: This study argues that consumers with different literacy levels have different motivations, abilities and prior knowledge to process information from advertisements that result in different attitude changes towards brand information processing. The study examines whether information processing differs between and less literate consumers.
Schools: Nanyang Business School 
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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