The Interaction of Advertising and Evidence
- 1 December 1984
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 11 (3) , 763-770
- https://doi.org/10.1086/209012
Abstract
Recent advertising research appears to neglect the role of evidence in persuasion. From work on confirmatory bias in the field of behavioral decisionKeywords
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