Understanding The Role Of Idiosyncratic Thinking In Brand Attitude Formation: The Dual Interference Model

@article{Coulter2007UnderstandingTR,
  title={Understanding The Role Of Idiosyncratic Thinking In Brand Attitude Formation: The Dual Interference Model},
  author={Keith S. Coulter and Girish N. Punj},
  journal={Journal of Advertising},
  year={2007},
  volume={36},
  pages={20 - 7}
}
Idiosyncratic thinking may be defined as non-ad or brand-related thought that is generated in response to a persuasive communication. Although idiosyncratic thoughts are not relevant to message elements, they are not necessarily unimportant. Idiosyncratic thinking, whenever it occurs, uses cognitive resources that could otherwise be used for generating message-related thoughts. In addition, it may interfere with the efficiency with which message-related thoughts are incorporated into a brand… 

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