The Motivation-Emotion-Matching (MEM) model of television advertising effects

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Title: The Motivation-Emotion-Matching (MEM) model of television advertising effects
Author: Peterson, C. Mark
Type: Dissertation
URI: http://hdl.handle.net/1853/30653
Date: 1994-05
Publisher: Georgia Institute of Technology
Subject: Advertising Psychological aspects
Consumers' preferences
Persuasion (Psychology)
Department: Management
Advisor: Naresh K. Malhortra
Degree: Ph.D.

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