Effects of Presentation Order and Communication Modality on Recall and Attitude

Journal Article Effects of Presentation Order and Communication Modality on Recall and Attitude Get access H. Rao Unnava, H. Rao Unnava Search for other works by this author on: Oxford Academic PubMed Google Scholar Robert E. Burnkrant, Robert E. Burnkrant Search for other works by this author on: Oxford Academic PubMed Google Scholar Sunil Erevelles Sunil Erevelles Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 21, Issue 3, December 1994, Pages 481–490, https://doi.org/10.1086/209412 Published: 01 December 1994 Article history Received: 01 March 1993 Revision received: 01 February 1994 Published: 01 December 1994