An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness. | Marketing & Advertising > Market Research & Analysis from AllBusiness.com

The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts the focus of study from the time of advertising exposure to the time of brand choice. The model is motivationally based. Consumers' motivation to deliberate at the time of brand choice influences ...

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