Sivaramakrishnan, Subramanian; Manchanda, Rajesh V. - In: Journal of Product & Brand Management 12 (2003) 5, pp. 335-345
In this paper, an interesting paradox is demonstrated – when consumers pay a great deal of attention to product and price information in an advertisement, they are likely to find themselves lacking the cognitive resources required to use that information in making a discerning assessment of...
