RT Journal Article
SR Electronic
T1 In Defence of the Hierarchy of Effects
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 44
OP 47
DO 10.2501/JAR-42-3-44-47
VO 42
IS 3
A1 Barry, Thomas E.
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/3/44.abstract
AB Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.