In this study, motivation and ability to process advertising information are discussed at the market level, while
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In this study, motivation and ability to process advertising information are discussed at the market level, while in fact they are characteristics of individuals. How could this have affected the validity of the conclusions? Can you think of alternative ways of studying the subject of the paper, taking individual motivation and ability into account?
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Nazrin Ziad
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Related Book For 
A Reader In Marketing Communications
ISBN: 9780073381091
8th Edition
Authors: Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz
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