Program content and advertising effectiveness: A test of the congruity hypothesis for cognitive and affective sources of involvement
Version of Record online: 8 SEP 2006
Copyright © 1993 Wiley Periodicals, Inc., A Wiley Company
Psychology & Marketing
Special Issue: Involvement
Volume 10, Issue 4, pages 285–299, July/August 1993
How to Cite
Celuch, K. G. and Slama, M. (1993), Program content and advertising effectiveness: A test of the congruity hypothesis for cognitive and affective sources of involvement. Psychol. Mark., 10: 285–299. doi: 10.1002/mar.4220100404
- Issue online: 8 SEP 2006
- Version of Record online: 8 SEP 2006
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