Sleeper effect: modes of endorsement and sources of message as determinants of purchase intent

• Main Authors: Capanzana, Daryl Rose T., De Guzman, Manuel P., Jr., Mendis, Karen Ann C.
• 格式: text
• 語言: English
• 出版: Animo Repository 2006
• 主題: Endorsements in advertising; Advertising > Psychological aspects; Persuasion (Psychology); Consumer behavior; Advertising and Promotion Management; Psychology
• 在線閱讀: https://animorepository.dlsu.edu.ph/etd_bachelors/7267

This quantitative research studied the conditions that sleeper effect or delayed persuasion would most likely occur by manipulating the effect of endorser and mode of advertisement on consumers' purchase intent. There are 2 independent variables and each has 4 levels the endorser (celebrity, ex...