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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Georgia Tech Theses and Dissertations [18339]
College of Management Theses and Dissertations [152]

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