Attribution Theory and Advertising Effectiveness
- 1 December 1980
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 7 (3) , 219-224
- https://doi.org/10.1086/208810
Abstract
A factorial experiment was conducted to determine the effects of advertising context on the perception of an advertisement. Kelley's attribution variables were used to define four dimensions of context: consensus, consistency over time, consistency over modality, and distinctiveness.Keywords
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