@incollection{,
	
					
					
					2A53A4ABBE2BDB5C2ABA24E44975D348
				,
	author={{UmairMalik} and {Mohammad Ali jinnah University Islamabad, Pakistan.}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}12121116
}

@incollection{b0,
	
	
		,
	title={{Development of a scale of consumer skepticism toward advertising}}
		,
	author={{
			ObermillerCarl
		} and {
			RSpangenberg
		}}
		
	
	
		,
	journal={{Journal of consumer psychology}}
		
			7
			2
			
			,
	year={1998}
		
	

}

@incollection{b1,
	
	
		,
	title={{A profile of response to commercials}}
		,
	author={{
			MarySchlinger
		}}
	
	
		,
	journal={{Journal of advertising research}}
		
			19
			
			,
	year={1979}
		
	

}

@incollection{b2,
	
	
		,
	title={{the influence of advertising on consumer brand preference}}
		,
	author={{
			BAdeolu
		}}
	
	
		,
	journal={{Journal of marketing}}
		
			,
	year={2005}
			,
	publisher={American marketing association Chicago USA}
		
	

}

@incollection{b3,
	
	
		,
	title={{Intergenerational Influences in the Formation of Consumer Attitudes and Beliefs about the Marketplace:" Mothers and Daughters}}
		,
	author={{
			ElizabethMoore-Shay
		} and {
			RichardLutz
		}}
		
	
	
		,
	booktitle={{Advances in Consumer Research}}
				Provo, UT
		
			,
	publisher={Association for Consumer Research}
			,
	year={1988}
			15
			
		
	

}

@incollection{b4,
	
	
		,
	title={{The Role of Family Communication in Consumer Learning}}
		,
	author={{
			RoyLMoore
		} and {
			GeorgePMoschis
		}}
		
	
	
		,
	journal={{Journal of Communication}}
		
			31
			
			,
	year={1981}
		
	

}

@book{b5,
	
	
		,
	title={{skepticism about advertising: A comparison of east and West German consumers, international journal of research in marketing}}
		,
	author={{
			FeickLawrence
		} and {
			GielHeribert
		}}
		
		
			,
	year={1991}
			
		
	

}

@incollection{b6,
	
	
		,
	title={{Tamara and Bristol terry (autumn, 1998) Socialization and Adolescent's skepticism toward advertising}}
		,
	author={{
			FMangleburg
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			27
			3
			
		
	

}

@incollection{b7,
	
	
		,
	title={{Effects of time compression on attitude and information Impact of Viewer Response Profile on Skepticism toward Advertising processing}}
		,
	author={{
			MJSchlinger
		} and {
			LFAlwitt
		} and {
			KEMccarthy
		} and {
			LGreen
		} and {
			Winter
		}}
		
		
		
		
	
	
		,
	journal={{Journal of marketing}}
		
			19
			1
			
			,
	year={1983}
		
	

}

@incollection{b8,
	
	
		,
	title={{the role of psychological meaning in advertising}}
		,
	author={{
			RFriedmann
		} and {
			MRZimmer
		}}
		
	
	
		,
	journal={{journal of advertizing}}
		
			17
			1
			
			,
	year={1988}
		
	

}

@incollection{b9,
	
	
		,
	title={{Attention versus Distraction: the interaction effect of program involvement and attentional devices on commercial processing}}
		,
	author={{
			RLord
		} and {
			BurnkrantEKenneth
		} and {
			Robert
		}}
		
		
	
	
		,
	journal={{journal of advertising}}
		
			22
			1
			
		
	

}

@incollection{b10,
	
	
		,
	title={{effects of television commercial repetition, receiver knowledge, and commercial length: Atest of the two factor modek}}
		,
	author={{
			JRethan
		} and {
			Aron
		} and {
			LSwasy
		} and {
			Jhon
		} and {
			JMarks
		} and {
			Lawrence
		}}
		
		
		
		
		
	
	
		,
	journal={{journal of marketing research}}
		
			23
			1
			
		
	

}

@incollection{b11,
	
	
		,
	title={{television commercial evaluation in the context of program induced mood: Conrurncy versus consistency effects}}
		,
	author={{
			AKamins
		} and {
			Michaek
		} and {
			JMarks
		} and {
			Lawerence
		} and {
			DeborahSkinner
		}}
		
		
		
		
	
	
		,
	journal={{journal of advertising}}
		
			20
			2
			
		
	

}

@incollection{b12,
	
	
		,
	title={{emotional feelings and evaluative dimensions of advertising: Are they related}}
		,
	author={{
			AStout
		} and {
			RuetTPatricia
		} and {
			Roland
		}}
		
		
	
	
		,
	journal={{journal of advertising}}
		
			1
			
		
	

}

@incollection{b13,
	
	
		,
	title={{Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising}}
		,
	author={{
			MHardesty
		} and {
			David
		} and {
			PCarlson
		} and {
			Jay
		} and {
			OBearden
		} and {
			William
		}}
		
		
		
		
		
	
	
		,
	journal={{journal of advertising}}
		
			31
			2
			
		
	

}

@incollection{b14,
	
	
		,
	title={{The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search}}
		,
	author={{
			JoelEUrbany
		} and {
			OWilliam
		} and {
			DanCBearden
		} and {
			Weilbaker
		}}
		
		
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			15
			
			,
	year={1988. June}
		
	

}

@incollection{b15,
	
	
		,
	title={{An Examination of Three Multidimensional Profiles for Assessing Consumer Reactions to Advertisements}}
		,
	author={{
			GeorgeMZinkhan
		} and {
			ScotBurton
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			18
			4
			
			,
	year={1989}
		
	

}

@incollection{b16,
	
	
		,
	title={{The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations}}
		,
	author={{
			ScottBMackenzie
		} and {
			JRichard
		} and {
			GeorgeLutz
		} and {
			Belch
		}}
		
		
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			23
			
			,
	year={1986. May}
		
	

}

@incollection{b17,
	
	
		,
	title={{The Effect of Verbal and Visual Components of Advertisements on Brand Attributes and Attitude toward the Advertisement}}
		,
	author={{
			AndrewAMitchell
		}}
	
	
		,
	journal={{Journal of Consumer Research}}
		
			13
			
			,
	year={1986. June}
		
	

}

@incollection{b18,
	
	
		,
	title={{Attitude toward the Ad as a Mediator of Consumer Brand Choice}}
		,
	author={{
			TerranceAShimp
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			10
			2
			
			,
	year={1981}
		
	

}