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| Author: | McCarthy, M.S. Mothersbaugh, D.L. |
| Title: | Effects of typographic factors in advertising based persuasion: a general model and initial empirical tests |
| Journal: | Psychology & Marketing
2002 : JUL-AUG, VOL. 19:7-8, p. 663-691 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Advertisers are constantly seeking ways to increase the persuasive power of their ads. A little considered approach is to select executional elements (e.g. spokespersons, visuals etc.) that will increase consumer motivation, opportunity, and ability. Following this approach, the current study examines typography, a potentially critical but relatively underinvestigated executional element. |
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