Back to Search
Start Over
Attribution Theory and Advertiser Credibility.
- Source :
- Journal of Marketing Research (JMR); May74, Vol. 11 Issue 2, p181-185, 5p, 1 Black and White Photograph, 4 Charts
- Publication Year :
- 1974
-
Abstract
- Consumer confidence in advertising claims and their expectancy of product value were experimentally measured under two conditions for five product ads. As suggested by attribution theory, when superiority was disclaimed for some product characteristics, confidence increased and value expectation equaled that obtained when all were claimed superior. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 11
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5002992
- Full Text :
- https://doi.org/10.2307/3150556