ISSN:0742-6046    

DOI:10.1002/mar.4220030302

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

年代:1986

数据来源: WILEY

摘要:

AbstractA model is developed and proposed to describe the underlying processing of the visual and verbal components of print advertisements. Based upon past research, the processing of these two components of print advertisements is viewed as consisting of (1) different levels of processing, (2) elaborative encoding, and (3) encoding distinctiveness. An empirical test of the model indicates that the visual/pictorial component of the print ad is more elaboratively and more distinctively encoded than the verbal component. Results of the research are discussed in terms of their implications for understanding vivid versus salient effects of information presentation.

ISSN:0742-6046    

DOI:10.1002/mar.4220030303

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

年代:1986

数据来源: WILEY

摘要:

AbstractThe pitfalls inherent in noble efforts to classify lifestyles and values are discussed. The complexity and the dynamic—sometimes contradictory—nature of personality and attitudes prohibit any such facile labeling. A number of interrelating factors must be taken into account in discussions of motivation and lifest

ISSN:0742-6046    

DOI:10.1002/mar.4220030304

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

年代:1986

数据来源: WILEY

摘要:

AbstractA recently proposed model describing four levels of involvement is used to predict the likely effects of repetition on subjects with high or low levels of prior experience and motivation. The predicted hypotheses are tested in an experiment, and the results are discussed in terms of their implication to communication strategy and to the recently proposed levels of involvement model.

ISSN:0742-6046    

DOI:10.1002/mar.4220030305

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

年代:1986

数据来源: WILEY

摘要:

AbstractThis study examined the effects of sex and attitudes toward women on different cognitive measures that were obtained after ‘liberal’ and ‘nonliberal’ male and female subjects viewed 12 television commercials: 6 commercials depicted ‘traditional’ female roles and 6 were ‘neutral.’ The dependent variables included (1) ratings of the commercials, (2) objections to the commercials, (3) perceived content or interpretation of the commercials, and (4) willingness to buy. The results suggested that liberals had more objections to the stereotypic commercials and that they rated and interpreted some of them more negatively when compared with nonliberals. Liberals were also less willing to buy some of the products after viewing traditional commercials. The findings were discussed with reference to Bem's (1981) gende

ISSN:0742-6046    

DOI:10.1002/mar.4220030306

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

年代:1986

数据来源: WILEY

摘要:

AbstractThe nature of perceived risk and its relationship to risk‐handling behavior are explored. To date, researchers have operationalized a variety of risk‐related constructs, and it is argued that these constructs can be usefully combined to form a unified theory of risk perception and handl

ISSN:0742-6046    

DOI:10.1002/mar.4220030307

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

年代:1986

数据来源: WILEY

摘要:

AbstractUnder natural marketplace conditions for a period of 12 weeks, the effect of relevance on time perception was examined in the diffusion of safety hazard information about the use of a brand of tampon. As hypothesized, a two‐stage log‐linear model showed that the relevance of the health hazard threat was positively related to time distort

ISSN:0742-6046    

DOI:10.1002/mar.4220030308

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

年代:1986

数据来源: WILEY

摘要:

Abstract‘Forced compliance,’ a situation in which a person engages in a behavior that he or she would normally deem as inappropriate, is used in this study to examine conflict resolution in family decision‐making. Specific hypotheses related to a major purchase decision are tested in a field study. The results indicate that those husbands or wives who have been forced to engage in counterattitudinal behaviors find numerous ways to justify their inconsiste

ISSN:0742-6046    

DOI:10.1002/mar.4220030309

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

年代:1986

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220030310

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

年代:1986

数据来源: WILEY