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Abstract Previous studies of the miscomprehension of advertisements and related stimuli have employed various measures and have reported various rates of miscomprehension. The present study was designed to test the performance of two types of recognition measures (i.e., true-false vs. multiple...
Abstract This experimental study contrasts effects of noncomparative and comparative print advertising formats. It employs multiple indicators of advertising response and a wide range of covariates. The focus is on differences in cognitive, affective and behavioral reactions to noncomparative...
Abstract Results of a national study are presented in which clergy and general public perceptions are compared regarding the appropriateness of church advertising. Views on the use of various media, messages and types of advertising are explored. Findings indicate a more positive evaluation of...
Abstract In spite of the growing practice of using CEOs as company spokespersons, such a practice may not yield the benefits expected. The mere fact that a person is a CEO does not mean (s)he automatically will be perceived as a credible and persuasive spokesperson. The results of this study...
Abstract The advertising literature contains some evidence that memory measures, such as aided recall and recognition, are multidimensional in nature, but little is known about the character of the separate dimensions. This issue is investigated in the present study by including correlates of...
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