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ERIC Number: EJ350443
Record Type: CIJE
Publication Date: 1986
Pages: N/A
Abstractor: N/A
Reference Count: 0
Resistance to Persuasion as a Consequence of Influence Attempts in Advertising and Non-Advertising Communications.
Schwarz, Norbert; And Others
Psychology: A Quarterly Journal of Human Behavior, v23 n2-3 p72-76 1986
College students read a communication about a textbook, designated either as a "review" or an "advertisement," and containing either a highly explicit or a less explicit influence attempt. Both presenting the communication as an advertisement and a highly explicit influence attempt reduced the communication's effectiveness, indicating the generalizability of reactance research on personal selling to the area of advertising. (Author)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A