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

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.

BibTeX: Download