ISSN:0742-6046    

DOI:10.1002/mar.4220020302

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

摘要:

AbstractThe present study fills a gap in the advertising effects literature for a large‐sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectivenes

ISSN:0742-6046    

DOI:10.1002/mar.4220020303

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

摘要:

AbstractThis study examines external information search for nondurable products using a relatively unobtrusive measurement technique in an effort to minimize the demand bias inherent in many previous search studies. An attempt is made to explain differences in search behavior using five groups of predictive variables: decision task, shopping lifestyles, general shopping behavior, personality, and demographics. The findings support the notion of very limited search in the purchase of common, inexpensive, low involvement goods. Variables related to the decision task appear to be the best predictors of external information search behavior.

ISSN:0742-6046    

DOI:10.1002/mar.4220020304

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

摘要:

AbstractTwo methods of measuring consumer values, theList of Valuesand theRokeach Value Survey, arecompared. Both involve some social desirability responding but both have convergent, discriminant, and empirical validity for consumer research. TheList of Valuesmay be preferable for some types of research because it detects more daily influence in people's lives and because it is simpler to administer.

ISSN:0742-6046    

DOI:10.1002/mar.4220020305

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

摘要:

AbstractMarketing services requires identification of consumer's perceptions of salient attributes for positioning. Personal constructs (Kelly 1963) are at the core of consumers' determination of the degree to which attributes exist within phenomenon. Using Kelly's notion of personal constructs, this paper proposes a conceptual framework from which intangible attributes can be “tagged” to tangible si

ISSN:0742-6046    

DOI:10.1002/mar.4220020306

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

摘要:

AbstractA laboratory experiment explored the impact of various power‐based copy approaches upon readers' responses to print advertising messages. The treatments employed were derived from French and Raven's bases of social power at two levels of information content. Response measures included copy‐and brand‐related variables and recall. Results indicate that there are significant differences in responses owing to both the base of social power and the information level

ISSN:0742-6046    

DOI:10.1002/mar.4220020307

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220020301

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1985

数据来源: WILEY