Advertising-Selling Interactions: An Attribution Theory Experiment
| Autor: | Michael L. Ray, William R. Swinyard |
|---|---|
| Rok vydání: | 1977 |
| Předmět: |
TheoryofComputation_MISCELLANEOUS
Marketing Generality Economics and Econometrics 05 social sciences Advertising 050105 experimental psychology 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Business and International Management Interpersonal interaction Psychology Attribution Consumer behaviour Sales personnel |
| Zdroj: | Journal of Marketing Research. 14:509-516 |
| ISSN: | 1547-7193 0022-2437 |
| DOI: | 10.1177/002224377701400408 |
| Popis: | Two common assumptions about advertising-selling interactions are challenged by a field experiment. The generality of “advertising paves the way for selling” is questioned by results showing selling-before-advertising to be more effective than advertising-before-selling. “Salesmen are born not made” is questioned because the easily learned “labeling” technique markedly increased selling effectiveness and its interaction with advertising. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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