Detail Time Compression, Response Opportunity, and Persuasion   Oleh:  Moore, Danny L. ; Hausknecht, Douglas ; Thamodaran, Kanchana Jenis: Article from Bulletin/Magazine Dalam koleksi: Journal of Consumer Research vol. 13 no. 1 (1986), page 85-99. Topik: PERSUASION; time compression; response opportunity; persuasion Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ32 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel The effects of time - compressed advertising on attention allocation and attitudinal judgments are examined. The results of a series of experiments indicate that compressed ads : (1) capture less attention, (2) evoke fewer cognitive responses to the advertising claims, and (3) attenuate the effects of message quality and enhance the effects of source credibility on brand attitude judgements. These results generally support the hypothesis that time compression influences the persuasiveness of an appeal by disrupting cognitive elaboration. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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