Information overload and skepticism in advertising : a Singaporean perspective.
Tan, Heng Lip.
Lau, Pei Leng.
Chua, Zi Jian.
Date of Issue2002
College of Business (Nanyang Business School)
This project explores the impact of Information Overload on Advertising Effectiveness, by examining the 3 qualities of Information Overload; ease of search; experience; and credence.
Final Year Project (FYP)
Nanyang Technological University