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- Title
Consumer Goals and Reactions to a Communication Source.
- Authors
WILDING, JOHN; BAUER, RAYMOND A.
- Abstract
In an experiment with 292 housewives, need for social approval and cognitive task importance was used to divide respondents into groups with predominantly problem-solving or social goals. The first group reacted more to competence of the source of a persuasive message, the second more to its social attractiveness. Rejection of the message led to a less favorable view of the source by subjects with social goals.
- Subjects
CONSUMER behavior; SOCIAL goals; PROBLEM solving; HOUSEWIVES as consumers; SOCIAL acceptance; MARKETING; CAUSATION (Philosophy); DATA analysis; STATISTICAL correlation; HALO effect (Psychology)
- Publication
Journal of Marketing Research (JMR), 1968, Vol 5, Issue 1, p73
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3149797