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John D. Leckenby 《广告杂志》2013,42(2):37-38
A laboratory experiment was conducted to examine the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product. The data support the notion that the greater the number of congruent elements, the higher the recall. A partial replication was conducted which supported this finding. 相似文献
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