"Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues"
Journal of Consumer Research
Volume
18
Journal Articles
Marketing
1991
Ratneshwar, S. and S. Chaiken (1991), "Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues," Journal of Consumer Research, 18 (June), 52-62.