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ERIC Number: ED083591
Record Type: Non-Journal
Publication Date: 1973-Aug
Pages: 11
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Relationship of Social Character to Levels of Inaccurate Response.
Johnson, Harvey R.
In individual interviews, 145 students were exposed to a portfolio of 13 control advertisements and to one test advertisement which had three versions: the complete advertisement, the advertisement minus the headline and "subhead," and the advertisement minus the small photo and caption. Using the Kassarjian Inner-other Directedness Test and David Reisman's typology guidelines, "other-directed" individuals were distinguished from "inner-directed" persons by their lack of confidence and extreme desire for approval. Following this test, subjects were confronted with the complete version of the test advertisement and were asked if they recalled observing the previously missing element along with other parts of the advertising copy. Resulting data confirmed Reisman's typology and indicated that usually only the other-directed subjects would claim to have read parts of an advertisment that they had not been exposed to. (EE)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A