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An experimental investigation of the existence of counterargument and message acceptance among readers of comparative and noncomparative advertisements
| dc.contributor.advisor | Pride, William M. | |
| dc.creator | Stutts, Mary Ann | |
| dc.date.accessioned | 2020-08-21T21:08:58Z | |
| dc.date.available | 2020-08-21T21:08:58Z | |
| dc.date.issued | 1978 | |
| dc.identifier.uri | https://hdl.handle.net/1969.1/DISSERTATIONS-323598 | |
| dc.description | Vita. | en |
| dc.description.abstract | The purpose of this research was to investigate the existence of counterargument and message acceptance among readers of comparative and noncomparative advertisements. The fixed independent variables were intensity and directionality of comparison. Random independent variables were ownership of the competing brand and the effect of counterargument upon message acceptance. The dependent variables were counterargument and message acceptance. A total of thirteen hypotheses regarding these variables were developed and tested. To test these hypotheses, data were collected from 455 subjects at Texas A&M University through self0administered questionnaires. Each respondent was exposed to a single treatment by viewing one of seven versions of mock magazine advertisements. A mixed model of analysis of variance was used to compare the means of the dependent variables in order to evaluate each null hypotheses. In addition, contrasts and a Duncan's Test were used to compare specific means, where warranted. The results suggested that, in general, counterargument and message acceptance were not significantly affected by variations in the intensity or directionality of the comparison in comparative advertisements. However, specific comparisons of means using contrasts or a Duncan's Test revealed certain significant findings regarding counterargument and message acceptance.. | en |
| dc.format.extent | xii, 168 leaves | en |
| dc.format.medium | electronic | en |
| dc.format.mimetype | application/pdf | |
| dc.language.iso | eng | |
| dc.rights | This thesis was part of a retrospective digitization project authorized by the Texas A&M University Libraries. Copyright remains vested with the author(s). It is the user's responsibility to secure permission from the copyright holder(s) for re-use of the work beyond the provision of Fair Use. | en |
| dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | |
| dc.subject | Advertising | en |
| dc.subject | Research | en |
| dc.subject | Comparative advertising | en |
| dc.subject | Business Administration | en |
| dc.subject.classification | 1978 Dissertation S937 | |
| dc.subject.lcsh | Comparative advertising | en |
| dc.subject.lcsh | Advertising | en |
| dc.subject.lcsh | Research | en |
| dc.title | An experimental investigation of the existence of counterargument and message acceptance among readers of comparative and noncomparative advertisements | en |
| dc.type | Thesis | en |
| thesis.degree.grantor | Texas A&M University | en |
| thesis.degree.name | Doctor of Philosophy | en |
| dc.type.genre | dissertations | en |
| dc.type.material | text | en |
| dc.format.digitalOrigin | reformatted digital | en |
| dc.publisher.digital | Texas A&M University. Libraries | |
| dc.identifier.oclc | 4682832 |
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Digitized Theses and Dissertations (1922–2004)
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