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Developing a typology of affective responses to advertising

 

作者: Rajeev Batra,   Morris B. Holbrook,  

 

期刊: Psychology&Marketing  （WILEY Available online 1990）
卷期: Volume 7, issue 1  

页码: 11-25

 

ISSN:0742-6046

 

年代: 1990

 

DOI:10.1002/mar.4220070103

 

出版商: Wiley Subscription Services, Inc., A Wiley Company

 

数据来源: WILEY

 

摘要:

AbstractThis article identifies—and then validates—a set of categories for use in the measurement of affective responses to advertising. Unlike previous categories developed for this purpose, these are first extracted by cluster analysis and then also subjected to formal tests for reliability and for convergent, discriminant, concurrent, and predictive valid

 

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