Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia
Carlsberg’s “Probably…” campaigns, whose slogan has been seen in more than 100 versions of commercials and advertisements world-wide (Creative and Commercial Communications Ltd., 1998), are probably the best known example of the use of probability markers in advertising.
KeywordsPurchase Intention Service Type Advertising Effectiveness Elaboration Likelihood Model Probability Marker
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