winter 2003
Article
Journal of Advertising

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

By: Claudiu V. Dimofte, Mark R. Forehand and Rohit Deshpandé

Format:Print
| Pages:11

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.

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About The Author

Rohit Deshpande

Marketing

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