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Social power‐based print advertising: Theoretical and practical considerations
Author(s) -
Sullivan Gary L.,
O'Connor P. J.
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020307
Subject(s) - recall , psychology , advertising , power (physics) , social power , base (topology) , social psychology , cognitive psychology , mathematics , political science , mathematical analysis , physics , quantum mechanics , politics , law , business
A laboratory experiment explored the impact of various power‐based copy approaches upon readers' responses to print advertising messages. The treatments employed were derived from French and Raven's bases of social power at two levels of information content. Response measures included copy‐and brand‐related variables and recall. Results indicate that there are significant differences in responses owing to both the base of social power and the information level used.