Testing Moderation and Moderated Mediation of Intent in an Advertising-Adoption Link
We examine the moderation and mediation effect of purchase intent in estimating the effect of advertising expenditures on adoption. Based on an empirical study of opening box office revenues, where aggregate-level intent is measured prior to release, we confirm the significant dual roles of intent in explaining the advertising-adoption link.
Citation:
Jonathan Lee and Pamela Miles Homer (2019) ,"Testing Moderation and Moderated Mediation of Intent in an Advertising-Adoption Link", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 408-411.
Authors
Jonathan Lee, University of La Verne, USA
Pamela Miles Homer, California State University Long Beach, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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