Involvement competition and memory for advertising: A signal detection approach

K.S. Veenma, R. Pieters, T.H.A. Bijmolt

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationMarketing for an Expanding Europe
EditorsJ. Beracs, A. Bauer, J. Simon
Place of PublicationBudapest
PublisherBudapest University of Economic Sciences
Pages1211-1231
Number of pages21
ISBN (Print)9635031009
Publication statusPublished - 1996

Cite this

Veenma, K. S., Pieters, R., & Bijmolt, T. H. A. (1996). Involvement competition and memory for advertising: A signal detection approach. In J. Beracs, A. Bauer, & J. Simon (Eds.), Marketing for an Expanding Europe (pp. 1211-1231). Budapest University of Economic Sciences.