Subject-anticipated versus experimentally-derived measures of influence: Advertising implications

Autor:	Mark I. Alpert, W. Thomas Anderson
Rok vydání:	1975
Předmět:	Marketing Economics and Econometrics Perception media_common.quotation_subject Subject (documents) Sample (statistics) Advertising Semantic differential Business and International Management Psychology media_common
Zdroj:	Journal of the Academy of Marketing Science. 3:119-128
ISSN:	1552-7824 0092-0703
DOI:	10.1007/bf02729523
Popis:	Three representative communication sources were selected from thirteen pictured sources using hierarchical grouping analysis. Slides of the three sources were shown sequentially to a sample of 192 male undergraduate business students, who were asked to indicate their perception of each in terms of twenty-one image and two anticipated influence (believability and convincingness) scales arrayed in five-point semantic differential format. Subjects then indicated their extent of agreement with one of three prescaled statements concerning commercial airlines randomly attributed to each source (experimentally-determined measure of influence). Anticipated and objective influence were found to vary across sources. The relative effectiveness of the three sources was found to differ when subject-anticipated and experimentally-determined influence measures were used.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b59d9ab9e5a197650a10a79d4811544d https://doi.org/10.1007/bf02729523 Zobrazit plný text záznamu Plný text ve formátu PDF