Research Catalog

Validating a dial-turning instrument for real-time measurement of affective and evaluative responses to advertising

Title
Validating a dial-turning instrument for real-time measurement of affective and evaluative responses to advertising / Michel Tuan Pham, G. David Hughes, Joel B. Cohen.
Author
Pham, Michel Tuan.
Publication
Cambridge, Mass. : Marketing Science Institute, [1993], ©1993.

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TextRequest in advance HF5415 .M31 no.93/114-93/117Off-site

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Details

Additional Authors
  • Hughes, G. David (George David)
  • Cohen, Joel B. (Joel Benjamin)
Description
26 pages; 28 cm.
Series Statement
Report (Marketing Science Institute) ; no. 93-116
Uniform Title
Report (Marketing Science Institute) ; no. 93-116.
Subject
  • Consumers > Attitudes
  • Attitude (Psychology) > Testing
  • Marketing research
  • Television advertising > Psychological aspects
  • Television viewers > Attitudes
Note
  • "Working paper."
  • "September 1993."
Bibliography (note)
  • Includes bibliographical references (p. 25-6)
OCLC
ocm29234567
Owning Institutions
Columbia University Libraries