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

 

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