The Effects of Repetition of Refutational and Supportive Advertising Appeals
Open Access
- 1 February 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (1) , 23-33
- https://doi.org/10.1177/002224377301000104
Abstract
A laboratory experiment compared the effects of repetition of refutational and supportive advertising appeals. When respondents were segmented on the basis of product class experience, several significant differences in the effects of the two appeals on a measure of brand purchase intention were found.Keywords
This publication has 14 references indexed in Scilit:
- Behavioral Measurement for Marketing Models: Estimating the Effects of Advertising Repetition for Media PlanningManagement Science, 1971
- Persuasiveness of one- and two-sided communications as a function of awareness there are two sidesJournal of Experimental Social Psychology, 1970
- A Media Planning CalculusOperations Research, 1969
- Biases in selection of messages designed to induce resistance to persuasion.Journal of Personality and Social Psychology, 1968
- Prior familiarity, perceived bias, and one-sided versus two-sided communicationsJournal of Experimental Social Psychology, 1967
- Is Communications Research Really Worthwhile?Journal of Marketing, 1967
- Selective ExposureAdvances in Experimental Social Psychology, 1965
- Some Contemporary ApproachesAdvances in Experimental Social Psychology, 1964
- One-sided versus two-sided communications and countercommunications.The Journal of Abnormal and Social Psychology, 1962
- Resistance to "Counterpropaganda" Produced by One-Sided and Two-Sided "Propaganda" PresentationsPublic Opinion Quarterly, 1953