The Influence of Advertisings Affective Qualities On Consumer Response
The Influence of Advertisings Affective Qualities On Consumer Response
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The final study relevant here is one conducted by Daniel Yankelovich, Inc. (no date) for the ABC Radio Network. Seventy-five radio commercials representing a variety of presentation styles and product classes were presented in sets of eight to groups consisting of approximately fifty respondents. A total of 550 women and men participated. The commercials were aired without program context. Each commercial was rated on forty-six descriptive scales which a factor analysis revealed tapped eight di...mensions 23 of consumers' perceptions. Respondents also indicated on a three point scale how much the commercials stimulated their interest in buying the advertised brands. Mean scores were calculated for each commercial on the "stimulation of buying interest" scale and the eight commercial per- ception variables, one of which was labelled, "offense and alienation of the listener. " Cross tabulations were reported between the dichotomized buying interest measure (above or below average) and a threefold cate- gorization of each of the eight factor scores (above average, average, and below average).
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To quickly assess the difficulty of the text, read a short excerpt:
The final study relevant here is one conducted by Daniel Yankelovich, Inc. (no date) for the ABC Radio Network. Seventy-five radio commercials representing a variety of presentation styles and product classes were presented in sets of eight to groups consisting of approximately fifty respondents. A total of 550 women and men participated. The commercials were aired without program context. Each commercial was rated on forty-six descriptive scales which a factor analysis revealed tapped eight di...mensions 23 of consumers' perceptions. Respondents also indicated on a three point scale how much the commercials stimulated their interest in buying the advertised brands. Mean scores were calculated for each commercial on the "stimulation of buying interest" scale and the eight commercial per- ception variables, one of which was labelled, "offense and alienation of the listener. " Cross tabulations were reported between the dichotomized buying interest measure (above or below average) and a threefold cate- gorization of each of the eight factor scores (above average, average, and below average).
What to read after The Influence of Advertisings Affective Qualities On Consumer Response?
You can find similar books in the "Read Also" column, or choose other free books by Alvin J Silk to read onlineMoreLess
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