Reference Groups, Congruity Theory and Cross-Cultural Persuasion
- 1 December 1968
- journal article
- Published by Oxford University Press (OUP) in Journal of Communication
- Vol. 18 (4) , 354-368
- https://doi.org/10.1111/j.1460-2466.1968.tb00085.x
Abstract
No abstract availableKeywords
This publication has 3 references indexed in Scilit:
- The Case Study Approach in Cross-Cultural ResearchJournal of Marketing Research, 1966
- A New Technique for Measuring Advertising EffectivenessJournal of Marketing, 1956
- The principle of congruity in the prediction of attitude change.Psychological Review, 1955