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ERIC Number: EJ501022
Record Type: CIJE
Publication Date: 1995
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISSN: ISSN-0360-3989
Affect, Reason, and Persuasion: Advertising Strategies That Predict Affective and Analytic-Cognitive Responses.
Chaudhuri, Arjun; Buck, Ross
Human Communication Research, v21 n3 p422-41 Mar 1995
Develops and tests hypotheses concerning the relationship of specific advertising strategies to affective and analytic cognitive responses of the audience. Analyses undergraduate students' responses to 240 advertisements. Demonstrates that advertising strategy variables accounted substantially for the variance in affective and analytic cognition. (RS)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A