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The Interaction of Advertising and Evidence.
- Source :
- Journal of Consumer Research; Dec84, Vol. 11 Issue 3, p763-770, 8p, 1 Diagram, 2 Charts
- Publication Year :
- 1984
-
Abstract
- Recent advertising research appears to neglect the role of evidence in persuasion. From work on confirmatory bias in the field of behavioral decision theory, this paper argues for an interaction between advertising and evidence on evaluations, and finds experimental support for the interaction. Implications are drawn for advertising testing and for hierarchy models of advertising effects. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00935301
- Volume :
- 11
- Issue :
- 3
- Database :
- Complementary Index
- Journal :
- Journal of Consumer Research
- Publication Type :
- Academic Journal
- Accession number :
- 4656992
- Full Text :
- https://doi.org/10.1086/209012