Research output

  1. Effectively communicating new product benefits to consumers: The use of analogy versus literal similarity

    Research output: Contribution to journalArticleScientificpeer-review

  2. The disruptive impact of attribute information on the effectiveness of analogies in print advertising as a means to enhance consumer learning of new product benefits

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

  3. Analogical learning of new product benefits: Between-domain analogies versus within-domain analogies

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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ID: 297566