search query: @author Loken, B. / total: 6
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| Author: | Loken, B. Howard-Pitney, B. |
| Title: | Effectiveness of cigarette advertisements on women: an experimental study |
| Journal: | Journal of Applied Psychology
1988 : AUG, VOL. 73, No. 3, p.378-382 |
| Index terms: | ADVERTISING EFFECTIVENESS SMOKING RATING SCALES |
| Language: | eng |
| Abstract: | An investigation of 3 factors that could influence subjects' reactions to print advertisements for cigarettes, using 115 college women shown cigarette ads that varied on two dimensions: an attractive model and a warning label. Ratings of the attractiveness, persuasiveness and credibility of the ads, and an assessment of smoking status of subjects. Method, subjects, procedure, factors affecting ad ratings, recall and recognition of warnings, and belief change. Four Tables illustrate the study. |
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