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- Title
CAUSAL ATTRIBUTIONS AND PERSUASION: THE CASE OF DISCONFIRMED EXPECTANCIES.
- Authors
Hunt, James M.; Domzal, Teresa J.; Kernan, Jerome B.
- Abstract
The persuasiveness of an apocryphal advertiser was tested by comparing the post-message attributions of subjects with their pre-message expectations in an experimental setting. Mixed results suggest that disconfirmed expectations lead to enhanced message acceptance and "entity" attributions when pre-message expectancies anticipate reporting bias. Modality manipulations further suggest the superior efficacy of a hidden camera over a "typical purchaser" in enhancing the credibility of both the corporate sponsor of the advertising and its spokesperson.
- Subjects
CONSUMER research; RESEARCH; CONSUMER behavior; HUMAN behavior; PSYCHOLOGY; ADVERTISING; MARKETING; BUSINESS; CORPORATIONS
- Publication
Advances in Consumer Research, 1982, Vol 9, Issue 1, p287
- ISSN
0098-9258
- Publication type
Article