Measurement and Diagnosis of Student Attitudes toward a Career in Advertising
- 1 October 1975
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 4 (3) , 36-40
- https://doi.org/10.1080/00913367.1975.10672595
Abstract
Recent developments in attitude research include a general class of “expectancy-value” models which allow both prediction and diagnosis of attitude. The present research undertakes a validation study of one form of the ExV model, and presents an illustrative diagnosis of student attitudes toward a career in advertising. The model is found to exhibit a satisfactory degree of validity and offers promise for the formulation of communication strategies, whether in the recruiting of new employees or in the marketing of goods and services.Keywords
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