Przeglądaj według autora "Leonhardt, James"
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Abstract versus Concrete Product Information: Theoretical and Practical Considerations
Trzebiński, Wojciech; Marciniak, Beata; Leonhardt, James (Scholar Publishing House, 2021)When describing a product to consumers, should marketers use abstract or concrete product descriptions? Prior research suggests that a consumer’s level of product expertise or brand awareness may affect their preference ...