A researcher develops hypotheses which suggest that consumers like ads better when they (1) are truthful, (2)

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A researcher develops hypotheses which suggest that consumers like ads better when they (1) are truthful, (2) creative, and (3) present relevant information. Picture the conceptual model that would show these relationships. Which variables are the independent and dependent variables?
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Essentials of Marketing Research

ISBN: 978-0073404820

2nd edition

Authors: Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau

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