TITLE

Assessing Viewer Judgement of Advertisements and Vehicles: Scale Development and Validation

AUTHOR(S)
Feltham, Tammi S.
PUB. DATE
January 1994
SOURCE
Advances in Consumer Research;1994, Vol. 21 Issue 1, p531
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Lack of a common scale in marketing communication research hinders comparability among studies. This paper reports the development of a theory driven, bi-polar adjective scale, the Persuasive Discourse Inventory (PDJ), which captures the fundamental elements of ads and for media vehicles. If used, this inventory would foster greater comparability across studies.
ACCESSION #
9307155666

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics