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The Interaction of Advertising and Evidence.

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  • معلومة اضافية
    • نبذة مختصرة :
      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]
    • نبذة مختصرة :
      Copyright of Journal of Consumer Research is the property of Oxford University Press / USA and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)