haku: @author Assael, H. / yhteensä: 8
viite: 6 / 8
| Tekijä: | Kamins, M. N. Assael, H. |
| Otsikko: | Two-sided versus on-sided appeals : a cognitive perspective on argumentation, source derogation, and the effect of disconfirming trial on belief change. |
| Lehti: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 29-39 |
| Asiasana: | MARKETING RESEARCH ADVERTISING RESEARCH CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The authors consider the effects of exposure to various advertising appeal types on cognitive response and belief change in the context of inoculation and correspondence theory. In one experiment , subjects were exposed to either a one sided, two-sided refutational, or two-sided nonrefutational appeal and the degree of cognitive activity incurred was measured. |
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