Direct response advertising

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Abstract
Reactions to direct response ads for a personal computer are examined using a path analysis. Endogenous variables are dispositional tendencies toward risk, knowledge of computers, product price, ad artwork, and information provided. Attitude toward the ad, brand attractiveness, brand value, and purchase riskiness are treated as mediating variables of purchase consideration. Results suggest information has important indirect and direct effects. Other variables, such as risk tendencies and purchase riskiness, appear to contribute little to our understanding of purchase consideration.

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