Consumer responses to high-tech product advertisements: The role of technical complexity

Wagner T, Baccarella C, Voigt KI (2017)

Publication Type: Conference contribution

Publication year: 2017

Event location: Atlanta, GA

Authors with CRIS profile

Timm Wagner Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management Christian Baccarella Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management Kai-Ingo Voigt Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management

How to cite

APA:

Wagner, T., Baccarella, C., & Voigt, K.-I. (2017). Consumer responses to high-tech product advertisements: The role of technical complexity. In Proceedings of the Academy of Management (AOM) Annual Meeting. Atlanta, GA.

MLA:

Wagner, Timm, Christian Baccarella, and Kai-Ingo Voigt. "Consumer responses to high-tech product advertisements: The role of technical complexity." Proceedings of the Academy of Management (AOM) Annual Meeting, Atlanta, GA 2017.

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