Journal of Marketing Vol. 46 No. 1 1982
Information Response Models: An Integrated Approach
Abstract
This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new “integrated information response model” is proposed that appears to be in close accord with existing evidence.
- DOI
- 10.1177/002224298204600108
- Volume
- 46
- Issue
- 1
- Pages
- 81-93
- Language
- en
- Sources
- crossref openalex