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- Title
THE EFFECTS OF EXPECTANCY DISCONFIRMATION AND ARGUMENT STRENGTH ON MESSAGE PROCESSING LEVEL: AN APPLICATION TO PERSONAL SELLING.
- Authors
Hunt, James M.; Smith, Michael F.; Kernan, Jerome B.
- Abstract
Message processing levels (central versus peripheral) were assessed as a function of expectancy conformation/disconfirmation (all salient product features superior/one salient product feature not superior) and argument strength (strong = arguments stated in terms of tangible product features; weak intangible - feature arguments) in an experimental setting couched in a personal selling context involving a home computer. Results--measured by message beliefs, overall affect toward product, behavioral intention, causal attributions, and assessments of the spokesperson--indicate strong effects (but opposite from those hypothesized) for expectancy confirmation and virtually no effects for argument strength. Several explanations for these findings are offered.
- Subjects
BUSINESS communication; MARKETING; SELLING; CONSUMER goods; COMPUTERS; COMMUNICATION in management
- Publication
Advances in Consumer Research, 1985, Vol 12, Issue 1, p450
- ISSN
0098-9258
- Publication type
Article