@article{oai:bunkyo.repo.nii.ac.jp:00000491,
 author = {浅川, 雅美},
 journal = {生活科学研究, Bulletin of Living Science},
 month = {2009-03-01, 2010-01-21},
 note = {This study examined the differences in perception, attitude toward advertising, and purchase intention for three commercials (CMs) that represent the same brand but that differ in executional elements, except for the talent and the music used. For this purpose, 240 college students were presented three CMs. After the presentation, the students were asked to rate their perception and attitude toward the advertising and their purchase intention concerning the product on a 5 point rating scale. ANOVA and a multiple population analysis were conducted for the obtained data. The result demonstrated that the perception and attitude toward advertising differed for the three CMs, and there was a difference among purchase intentions.},
 pages = {13--22},
 title = {広告表現が購買意欲に及ぼす影響 : 同一ブランド3CMの分析},
 volume = {31},
 year = {}
}