Faculty & Research
Publications
Publications
  • 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
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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.

About The Author

Rohit Deshpande

Marketing
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