Affect, Reason, and Persuasion: Advertising Strategies That Predict Affective and Analytic-Cognitive Responses.

Chaudhuri, Arjun; Buck, Ross

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Peer reviewed

ERIC Number: EJ501022

Record Type: CIJE

Publication Date: 1995

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0360-3989

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Affect, Reason, and Persuasion: Advertising Strategies That Predict Affective and Analytic-Cognitive Responses.

Chaudhuri, Arjun; Buck, Ross

Human Communication Research, v21 n3 p422-41 Mar 1995

Develops and tests hypotheses concerning the relationship of specific advertising strategies to affective and analytic cognitive responses of the audience. Analyses undergraduate students' responses to 240 advertisements. Demonstrates that advertising strategy variables accounted substantially for the variance in affective and analytic cognition. (RS)

Descriptors: Advertising, Affective Behavior, Analysis of Variance, Audience Response, Cognitive Processes, Communication Research, Higher Education, Persuasive Discourse

Publication Type: Reports - Research; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A