Retrospection Versus Anticipation: the Role of the Ad Under Retrospective and Anticipatory Self‐Referencing

Abstract

Journal Article Retrospection versus Anticipation: The Role of the Ad under Retrospective and Anticipatory Self-Referencing Get access Parthasarathy Krishnamurthy, Parthasarathy Krishnamurthy Search for other works by this author on: Oxford Academic PubMed Google Scholar Mita Sujan Mita Sujan Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 26, Issue 1, June 1999, Pages 55–69, https://doi.org/10.1086/209550 Published: 01 June 1999 Article history Received: 01 June 1997 Revision received: 01 October 1998 Published: 01 June 1999