Click on the PDF link for the complete article.
ABSTRACT
This review outlines the scientific principles that underpinned Andrew Ehrenberg's working methods, then summarizes his ground-breaking findings in buyer behavior and brand perceptions. It follows on to describe how he applied that knowledge to produce his theory of how advertising works mainly as publicity, now widely if not universally accepted but highly controversial at the time. It concludes with an appreciation of the extraordinary breadth and influence of the body of work, and the inspiration it provides for future scientific study, not least as evidenced in this Special Edition of the Journal of Advertising Research.
- © Copyright 2012 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
