Article | Journal of Advertising | winter 2003

Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response

by Claudiu V. Dimofte, Mark R. Forehand and Rohit Deshpandé

Keywords: Advertising; Social Psychology;

Citation:

Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpandé. "Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response." Journal of Advertising 32, no. 4 (winter 2003): 7–17.