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Book Review:Marketing Communication: Modern Promotional Strategy. Frederick E. Webster, Jr
In: The journal of business, Band 46, Heft 1, S. 115
ISSN: 1537-5374
Affective Responses Mediating Acceptance of Advertising
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 13, Heft 2, S. 234
ISSN: 1537-5277
Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 12, Heft 4, S. 432
ISSN: 1537-5277
The Relevance of Consumer Information Processing Studies to Communication Research
In: Communication research, Band 2, Heft 3, S. 195-202
ISSN: 1552-3810
Effects of Praise and Small Requests on Receptivity to Direct-Mail Appeals
In: The Journal of social psychology, Band 108, Heft 2, S. 177-184
ISSN: 1940-1183
Involvement and Political Advertising Effect: An Exploratory Experiment
In: Communication research, Band 1, Heft 3, S. 264-285
ISSN: 1552-3810
Data from a laboratory experiment which examines the relationship among awareness, attitude formation, and intent to behave over several levels of election races and several levels of advertising show that behavior is easily influencable by a high repetition level of innocuous advertising in the lower-level election; this phenomenon does not hold in the higher-level races. Furthermore, the authors find that this change in behavior is accomplished without an accompanying shift in attitude. Finally, it is found that the shift occurs equally among those subjects who were evaluated as having high involvement with the political process and those evaluated as having low involvement.