Publications
Publications
- winter 2003
- Journal of Advertising
Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response
By: Claudiu V. Dimofte, Mark R. Forehand and Rohit Deshpandé
Keywords
Citation
Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpandé. "Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response." Journal of Advertising 32, no. 4 (winter 2003): 7–17.