| Author: | Moore, D. J. Reardon, R. |
| Title: | Source magnification : the role of multiple sources in the processing of advertising appeals. |
| Journal: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 412-417 |
| Index terms: | ADVERTISING RESEARCH ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Using the information processing approach adopted by Harkins and Petty, the authors find the polarization of thoughts and attitudes in response to strong versus weak arguments to be greate when subjects are exposed to multiple message sources rather than to a single source. |
SCIMA