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"It´s innovative - I like it!": Exploring Consumers´ Perceptions of Innovativeness, Complexity, and Incongruity in an Advertising Context

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abstract
   
type presentation (English)
   
keywords
   
date of presentation 29-5-2010
event 23rd EMAC Doctoral Colloquium (Copenhagen, Denmark)
citation Erz, A. (2010). "It´s innovative - I like it!": Exploring Consumers´ Perceptions of Innovativeness, Complexity, and Incongruity in an Advertising Context. Presented at 23rd EMAC Doctoral Colloquium, Copenhagen, Denmark.