Consumer Responses to Complex Advertisements: The Moderating Role of Need for Cognition, Knowledge, and Gender

By S. Putrevu, Joni Tan, Kenneth R. Lord. 2004

127 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6873706bda45a20d83af6ce9ef60caacec4b75c1

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Ching-Ting Yen
2. Chun-Tuan Chang
3. Yu‐Kang Lee

In Sociology and Political Science

1. Ching-Ting Yen
2. Chun-Tuan Chang

Citations in the corpus

• Missing Ingredients in Metaphor Advertising: The Right Formula of Metaphor Type, Product Type, and Need for Cognition (2013, background): “In turn, it may increase the possibility that the ad viewer will appreciate the meanings illustrated by the visual figures and experience the pleasure of information elaboration (Putrevu, Tan, and Lord 2004).”