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On Miscomprehending Televised Communication: A Rejoinder

Jacob Jacoby, Wayne D. Hoyer

Journal of Marketing · 1982 · Volume 46 · Issue 4

DOI: 10.1177/002224298204600405

Abstract

The preceding commentaries offer interesting perspectives. As might be expected, we agree with some of the points raised but disagree with many others. Given the editor's request for a short and tight rejoinder, we only address points of disagreement. Our comments generally follow the order in which these points were raised.

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