A Content Analysis of Problem‐Resolution Appeals in Television Commercials
作者:
JULIA MARLOWE,
GARY SELNOW,
LOIS BLOSSER,
期刊:
Journal of Consumer Affairs
(WILEY Available online 1989)
卷期:
Volume 23,
issue 1
页码: 175-194
ISSN:0022-0078
年代: 1989
DOI:10.1111/j.1745-6606.1989.tb00242.x
出版商: Blackwell Publishing Ltd
数据来源: WILEY
摘要:
The considerable power of the repeated message leads observational learning theoriests to maintain that television messages have significant impact upon viewers. Television advertisements typically present quick and easy solutions to problems, thus discouraging careful, step‐by‐step decision making. Consumers who come to expect easy solutions may suffer disillusionment if they extend those lessons to more complex problem solving. This study documents the pervasive problem‐resolution format presented in television commercials and draws implications about consumer beh
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