Understanding schema incongruity as process in advertising review and future recommendations

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Bibliographische Detailangaben
Veröffentlicht in:	Journal of marketing communications
1. Verfasser:	Yoon, Hye Jin (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	2013
Schlagworte:	schema incongruity theory > optimal stimulation theory > process model of incongruity > congnitive processing > effective advertising strategies > Aufsatz in Zeitschrift
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