The intensifying effects of exciting television programs on the reception of subsequent commercials
Article first published online: 6 SEP 2006
Copyright © 1989 Wiley Subscription Services, Inc., A Wiley Company
Psychology & Marketing
Volume 6, Issue 1, pages 1–31, Spring 1989
How to Cite
Singh, S. N. and Hitchon, J. C. (1989), The intensifying effects of exciting television programs on the reception of subsequent commercials. Psychol. Mark., 6: 1–31. doi: 10.1002/mar.4220060102
- Issue published online: 6 SEP 2006
- Article first published online: 6 SEP 2006
- University of Kansas General Research Fund allocation. Grant Number: #3463–20–0038
- University of Kansas School of Business Research Fund, Hoyt Faculty Development Fund, and Stockton Fund
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