The Relationship of Beliefs and Exposure to General Perceptions of Infomercials

Autor:	Michael T. Elliott, Paul Surgi Speck, Frank Alpert
Rok vydání:	1997
Předmět:	Marketing General perceptions media_common.quotation_subject Criticism Mail survey Praise Psychology Affect (psychology) Social psychology Object (philosophy) media_common
Zdroj:	Journal of Current Issues & Research in Advertising. 19:51-65
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.1997.10505057
Popis:	Infomercials are the object of both praise and criticism. A mail survey was conducted to determine the level and consequences of beliefs about infomercials-in-general. Results suggest that viewers hold positive and negative beliefs about infomercials and that these beliefs differentially affect general attitude and purchase intent regarding infomercials. The study also considers the effect of overall infomercial exposure on these relationships. The most influential beliefs are identified, and infomercial producers are advised to focus on beliefs that are most critical to their specific marketing strategies.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::86b289a4e630aa70963534a431806307 https://doi.org/10.1080/10641734.1997.10505057 Zobrazit plný text záznamu Plný text ve formátu PDF