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Abstract This paper investigates the nature of physicians' opposition to advertising through the analysis of the attitudes, perceptions and behavior of respondents to a recent survey of Pennsylvania physicians. First, four scales of physician attitudes and perceptions were generated to...
Abstract The value of information conveyed from seller to buyer via advertising decays over time and across space. In consequence, the supply of advertising as specific, identifiable signals is shown to be a function of the durability of the signals conveyed. The general impliction that price...
Abstract Although there are studies of the portrayal of blacks in magazine ads and television commercials, information regarding Hispanic portrayals in this regard is quite limited. This paper uses content analysis to determine how both of these minority groups were portrayed in network...
Abstract The purpose of the present study is to investigate several key research issues associated with beliefs toward advertising in general. Specifically, the study examines: the predicted dimensionality of Bauer and Greyser's (1968) belief statements toward advertising's economic and social...
Abstract A number of classification schemes have been developed to aid researchers, practitioners, and educators in identifying various types of message strategies employed in the advertising of consumer goods. These classification schemes range from simple dichotomies to very elaborate...
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