图文一致性与广告的精细加工

Picture-Word Consistency and the Elaborative Processing of Advertisements

Journal of Marketing Research · 1987
被引 246
FT 50UTD 24ABS 4★

中文导读

研究了广告中图片与文字的一致性如何影响消费者的精细加工，对广告设计和营销策略有参考价值。

Abstract

Michael J. Houston, Terry L. Childers, Susan E. Heckler, Picture-Word Consistency and the Elaborative Processing of Advertisements, Journal of Marketing Research, Vol. 24, No. 4 (Nov., 1987), pp. 359-369

广告认知心理学语言学市场营销
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